Mountain Dew campaign engages consumers in new beverage creations

PURCHASE, N.Y. PepsiCo's Mountain Dew is looking to take its beverage brand to new heights with the help of its consumers.

Mountain Dew on Tuesday launched nationwide three new Mountain Dew flavors -- Mountain Dew Distortion with lime flavor, Mountain Dew White Out with tropical flavors and Mountain Dew Typhoon with citrus -- that were developed in partnership with consumers during 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 Mountain Dew brand's most loyal fans to co-create the three new beverages. Leveraging a variety of social media networks and tools, including Facebook, Twitter and YouTube, the brand and consumers collaborated on all areas of product development including flavor, color, name, and package design.

Additionally, Dew fans 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 Mountain 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, SVP, chief consumer engagement officer, PepsiCo Americas Beverages. "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."