Dew was having trouble convincing heartland, NASCAR-obsessed Dew drinkers that the Diet version wasn’t for wimps.

So we reframed the word “diet” to be about doing awesome stuff.

We launched with Dale Call during the Super Bowl and Horse Show was released soon after. The spots were quickly viewed over five million times on Youtube.

When the campaign launched, fans feverishly took to socials demanding the brand create real working Dale Calls. So that’s what Dew did.

They sold out immediately and were restocked many times, only to sell out over and over again.

Additionally, #DaleCall was printed on the back of Dale’s car for the rest of his career.