Beverage News

Mountain Dew DEWmocracy 2 empowers consumers to create the next new Dew

PepsiCo's Mountain Dew is once again tapping its consumers to promote fan created Mountain Dew flavors to determine the newest member of the Mountain Dew family.
 
Mountain Dew launched three new Mountain Dew flavor innovations: Mountain Dew Distortion featuring lime, Mountain Dew White Out with an infusion of citrus and Mountain Dew Typhoon showcasing tropical flavors. The flavors were developed in partnership with consumers for the brand's DEWmocracy 2 campaign.
 
DEWmocracy 2, a seven-stage, 12-month, consumer-driven campaign launched in July 2009, enabled more than 4,000 of the brand's most loyal fans, referred to as DEW Labs members, to co-create three new Mountain Dew beverages. Leveraging a variety of social media networks and tools, the brand and consumers collaborated on all areas of product development including flavor, color, name and package design.
 
Mountain Dew fans will remain engaged as the three new DEW products begin hitting store shelves nationwide this month. In addition to having a role in creating the TV ads and online media planning and buying process, fans will lead the charge in grassroots initiatives that will drive awareness and trial of the new DEW products.
 
"DEWmocracy 2 has re-affirmed our belief that Dew consumers want a voice in and want to help shape the future of the Mountain Dew franchise," said Frank Cooper, senior vice president, chief consumer engagement officer, PepsiCo Americas Beverages, in a statement. "By maintaining an open dialogue with our consumers through an intense, year-long collaborative project, we've offered them an opportunity to leave their imprint on a brand they truly love and have solidified an even stronger relationship with fans who matter most."
 
The three contending Mountain Dew beverages will be on shelves for eight weeks through June 14, providing fans with the opportunity to taste each of the flavors and cast a vote for their favorite at www.dewmocracy.com.
 
During the voting phase, "Flavor Nations," comprised of DEW Labs members who are divided into three Nations supporting each of the new flavor innovations, will be campaigning for their favorite flavor to win the permanent spot. Starting May 1, members of each Flavor Nation, working with MTV Networks, will begin cross-country road tours, organizing skateboarding competitions, art exhibits inspired by Mountain Dew and samplings at concerts and sporting events, among other activities
 
The winning flavor will become a member of the Mountain Dew family on Labor Day 2010. It winner will join Mountain Dew Voltage, the latest addition to the Mountain Dew family. Mountain Dew Voltage won the DEWmocracy 1 campaign in 2008 that saw more than 1 million people participate in the product creation and selection process.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!