“We heard it all, from wrestling a grizzly bear to hugging a cactus,” Taylor said.

A follow-up program borrowed its tagline from a classic schoolyard taunt, saying if fans liked the beverage so much, they should marry it. Someone did—Indiana resident Thomas Rank got hitched to a can of Hard Mountain Dew in a Las Vegas ceremony.

Now available in 11 states, the brand continues its rollout, with other pranks and partnerships in the works.