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Dew-over: Company to make amends for UP map error

ONE VERSION OF Mountain Dew’s DEWnited States map shows the Upper Peninsula as part of Wisconsin. The company has apologized for the mistake and said it is putting out a special label for the U.P. (Mining Journal screenshot)

MARQUETTE — Mountain Dew is trying to make amends after mislabeling the Upper Peninsula on its DEWnited States map.

Maybe forgetting it altogether is a better way to put it.

In the company’s new 50 states campaign that involves marketing bottles from all the states, including Michigan, a map shows Wisconsin and Michigan having distinct color patterns, as would be expected.

However, a closer look shows Wisconsin’s green-and-white pattern engulfs the U.P., with the Lower Peninsula getting its own distinct red.

So, Yoopers became cheeseheads.

A special edition label for the U.P. apparently is on the way.

Mountain Dew apologized on Twitter, saying: “Hey, Upper Peninsula, we hear you, and we’re sorry for misplacing you on our #DEWnited map. Give us a chance to right our wrong. Help us fill this special edition label by telling us all of the things you love about the Upper Peninsula (note to self: located in MICHIGAN).”

In the campaign, people are asked to grab Mountain Dew DEWnited States specially marked bottles, enter the codes, scan each label and collect all 50 state labels to earn a $100 prepaid gift card.

After collecting the 50 labels, a participant is to unlock a “Success” page. An email will be sent to the email address used to create an account and confirm redemption. Gift cards will be delivered to the current mailing addresses associated with the accounts.

The campaign runs through Aug. 10.

Will prepaid gift cards make up for the mistake in the U.P.?

A lot of people are having fun with this particular geographical gaffe, especially on social media.

Travel Wisconsin tweeted: “Our first act as new owners of the U.P. will be putting in a @KwikTrip,” referring to a chain of convenience stores in the state.

The Upper Peninsula Twitter page claimed: “I am not Wisconsin.”

Facebook also received many quips.

“Dew not mess with Yoopers” was posted on the Facebook page of the Marquette-based Upper Peninsula Supply Co.

The company, though, is receiving many answers for the special label on what people love about the U.P., such as the Mackinac Bridge, Pictured Rocks National Lakeshore and sled dog races.

Whether it can include all the suggestions on the label remains to be seen.

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