Flavours of DEWmocracy
Shaping sodas. PepsiCo’s Mountain Dew brand is launching three new trial Dew flavors – Distortion (lime), White Out (tropical) and Typhoon (citrus) – developed in partnership with consumers during the brand’s DEWmocracy 2 campaign.
More than 4,000 ‘DEW Labs’ members helped co-create the new beverages using social media tools such as Facebook, Twitter and YouTube, and collaborated on all areas of product development including flavor, color, name and package design.
“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,” says Frank Cooper, chief consumer engagement officer, PepsiCo Americas. “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 flavours will be on sale until 14th June 14, and consumers can cast a vote for their favorites at Dewmocracy.com. The winner will become a member of the Dew family on Labor Day.
