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MTN DEW Flamin’ Hot threw a party in the one place on Earth that matches its energy: The town of Hell, Mich.
The cursed beverage was originally unleashed upon the world in a limited release in August of last year, but sold out within minutes online. Now it’s back and going big with a nationwide release, and, with help from agencies Golin New York and production company Motive, it celebrated with a full-scale, immersive activation called “To Hell With MTN DEW Flamin’ Hot.”