Pepsi’s brand loyalist challenge
Mountain momentum. PepsiCo has launched its DEWmocracy 2 challenge tasking consumers with creating the next Mountain Dew product right through from flavor to package design and marketing strategy. The brand says the campaign has been ‘engineered to harness the power of the social web to empower brand loyalists to create new products, by the people, for the people’.
“Mountain Dew’s DNA is rooted in a DIY ethic, operating outside the mainstream, remaining true to itself,” says Frank Cooper, chief consumer engagement officer at PepsiCo Americas. “By shifting control of product development to its most passionate brand loyalists, Mountain Dew has elevated brand and consumer collaboration and co-creation to the next level.”
DEWmocracy 2 applies a variety of tools from closed forums to open platforms. This includes DEW Labs, a private online community composed of the brand’s hard-core fans, Twitter, a 12seconds.tv video contest, plus a dedicated YouTube channel.
“DEWmocracy 1 proved the eagerness of DEW drinkers to invest in an experiment to develop a DEW product while DEWmocracy 2 puts power in their hands to create the experience,” says Cooper.
The first DEWmocracy initiative, DEWmocracy 1, leant on an immersive story-based online game to develop a unique Mountain Dew beverage, Mountain Dew Voltage. Since its launch, the drink has sold more than 11 million cases.
