For the past three months, consumers have engaged in a passionate election: DEWcision 2016. Members of DEW Nation have cast their votes for either MTN DEW Baja Blast or MTN DEW Pitch Black, two specialty flavors that developed cult followings over the years, the company says.
With more than 2.9 million votes, Pitch Black has edged out Baja Blast by less than a half of a percent of the total 5,789,284 million votes. Featuring a twist of citrus and dark fruit, Pitch Black will become a permanent member of Purchase, N.Y.-based PepsiCo Inc.’s MTN DEW retail lineup, making its debut on shelves this September, it adds.
“Over the course of DEWcision 2016, you, the members of the DEW Nation, pulled out all of the stops to show your passion for these two flavors,” said Ryan Collis, senior director of marketing for Mountain Dew, in a statement. “You dyed your hair. You built towers. You conquered mountains. Although there could only be one victor, you showed us that neither flavor was going to go out without a fight. And that's the relentless, unyielding, no-holds-barred spirit that DEW Nation stands for.”
Fans casted their votes on DEWcision.com or Twitter by including one of the following hashtags in their tweets: #VoteBajaBlast or #VotePitchBlack. To make their votes count for a little something extra, super delegates — or fans — completed additional challenges. They built pyramids of Pitch Black. They color-blasted their hair green in the name of Baja Blast. And they bathed with their favorite flavors, posting the images to social media channels to proudly pledge their allegiance, according to the company.
“No other brand puts more influence into the hands of its fans than Mountain Dew,” Collis said. “For DEWcision 2016, we gave them the power. No cash prizes or fancy incentives, only the reward of their favorite flavor staying on shelves. And they far exceeded our expectations, proving a true example of brand love.”