Michelle Goff, mystery writer

This summer, Mountain Dew has been, according to the company’s website, “celebrating how fans in every single state get out and do,” by issuing bottles “inspired” by each of the 50 states. In addition to learning “what makes each state bold,” finding all 50 bottles will score you a $100 prepaid gift card.

Although this promotion started June 3 – and ends Aug. 10 – I didn’t learn of its existence until the other day. Considering that I’ve been subjected to just one sip of Mountain Dew during my existence, which happened when I accidentally sipped from a friend’s cup, my ignorance of their marketing campaign is not surprising.

What is surprising – at least to me – is that the company is awarding successful bottle hunters with only a $100 gift card.

I know that characterizing it as only $100 might sound a tad ironic coming from someone who keeps her eyes on the ground to spot dropped change. But the change I pocket is free money. Winners of this Mountain Dew contest will have to expend time, money, and effort to bag those gift cards.

Firstly, they’ll have to spend money to buy said bottles. They can get a six-pack of Mountain Dew at the Supercenter for approximately $2.88, plus tax. Assuming every six pack contains a different bottle, they’d still have to buy nine packs, at a cost of $25.92 plus tax, to accumulate all 50 bottles.

Sure, their return on investment would be more than $70, but that’s a best case scenario. Do we really think that someone will be able to find 50 different bottles in the first 50 they buy? Besides, if they’re buying single bottles, they can expect to spend more than $25.92, plus tax.

Secondly, and I think this is the most important point, they’re going to have to drink at least 50 bottles of Mountain Dew to bag those gift cards.

I might drink one bottle of Mountain Dew if you offered me a crisp $100 bill to do so. But at least 50 bottles that I had to purchase with my own money? I don’t think so.

Of course, I’m viewing this from the taste buds of someone who doesn’t do the Dew. If my favorite generic brand of oatmeal or dern-near any brand of plain potato chips had a similar promotion, I’d be skipping down the halls as I contemplated how to spend that gift card. So, if Mountain Dew fans were going to buy the product anyway, then I guess it is like free money for them.