DEWmocracy Reviews


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Mountain Dew Distortion Mountain Dew White Out Mountain Dew Typhoon Keep reading to learn more about DEWmocracy 2, the campaign to discover the next flavor of Mtn Dew!

Back in 2008, the folks at Mountain Dew launched what they called theirDEWmocracy campaign, something we covered very closely here at BevReview. The end result was 3 flavors deployed in Summer 2008 ² Mountain Dew Supernova, Mountain Dew Revolution, and Mountain Dew Voltage ² and placed to a vote by fans, with Voltage winning in August 2008 (personally, we still thinkRevolution was the best option).

DEWmocracy is back!

The basis of that original DEWmocracy program was built around an online role playing game developed by WhittmanHart Interactive, which featured quests and other tasks with a storyline about an overbearing governmental with corporate control resulting in the loss of creativity. Eventually this translated into segmentation of the players into 3 clans to support the three flavors that had risen to the top.
Video: Do you remember the original DEWmocracy Movie? (Source:

That initial take on DEWmocracy was quite heavy-handed, in my opinion, for a result of 3 flavors that were probably predestined by PepsiCo from the start. All this fantasy storyline stuff, along with the

lobbying for flavors« just funny. Don't get me wrong, anytime we can see some new flavors of a soft drink show up, we're all ears« but to think that the "regular folks" really had a say in what drinks were chosen overall is still hard to believe. Then again, we were stuck with Voltage, so what do we know? Sometimes, even though it seems like the "community engagement" thing to do, having

the public determine your product doesn't always work out for the best. Just look at the names of minor league baseball teams across the country. Enough said. (If PepsiCo would just bring back Mountain Dew Pitch Black and Pitch Black 2, we could do away with all this DEWmocracy foolishness and actually get a good flavor ² our opinion, of course!)

Pick a color (Source:

The Dew folks must have thought enough of the idea to bring the concept back, and in 2009 we saw the DEWmocracy 2 campaign start up. This version had a substantially different approach (and most likely a much smaller dollar figure attached). This time around, it had a definite marketing research feel with the deployment of "Dew Labs", an invitation-only panel format that requested feedback, allowed you to participate in tasks, and again, employed a voting mechanism. I was a part of this panel, though spent most of my time passively observing to see how everyone else reacted to the experience.
Video: DEWmocracy 2: Stage 1 (Source: YouTube)

It started with a traveling tour that allowed fans in 17 different cities the opportunity taste a variety of flavors, with a select few being mailed kits of drinks. From this sampling, 3 flavors were selected to advance: #231, #509, and #493. These code numbers were eventually assigned flavor descriptions

and colors: Lime Blasted Dew (Deep Green), Punch of Tropical Dew (Cloudy Red), and Smooth Citrus Dew (White) accordingly.

These flavors need names (Source:

Panelists were encouraged to join what Dew called "Flavor Nations," which led to the actual naming of the products. The names that were considered included the following: #231 Lime Blasted Dew (Deep Green)

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Distortion Luminous Outburst #509 Punch of Tropical Dew (Cloudy Red)

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Cyclone Hurricane Typhoon #493 Smooth Citrus Dew (White)

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Flash Rainstorm White Out Finally, and I'm quoting here, "Mountain Dew sent out a challenge to designers,art schools, artists and Dew fans to create a look for each flavor." Finally, this viral approach resulted in fan-made videos to

help promote the individual flavors. Which brings us to the last phase, which is deploying the 3 flavors to market, having fans vote on them, and awarding a winner on Labor Day, September 6, 2010.

The Final 3 (Source:

We'll be taking a look at these 3 flavors via individual reviews soon, but to wrap up this overview of DEWmocracy 2, here's the official press release: The Mountain Dew DEWmocracy 2 Campaign Empowers Brand Loyalists Nationwide to Create and Launch the Next New DEW Fans Develop Marketing and Advertising Campaigns Supporting New Products PURCHASE, N.Y., April 20, 2010 /PRNewswire ² PepsiCo's Mountain Dew is once again tapping the collective intelligence of its most passionate consumers to help write a new chapter in the beverage's history and elevate the premier lifestyle brand to new heights. Beginning today, Mountain Dew will launch nationwide three new DEW flavor innovations ± Mountain Dew(R) Distortion(TM), Mountain Dew(R) White Out(TM) and Mountain Dew(R) Typhoon(TM) ± that were developed in partnership with consumers during the brand's DEWmocracy 2 campaign:

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Mountain Dew Distortion ± DEW blasted with lime Mountain Dew Typhoon ± DEW with a punch of tropical flavors Mountain Dew White Out ± DEW infused with a smooth citrus taste

DEWmocracy 2, a seven-stage, 12-month, consumer-driven campaign launched in July 2009, enabled more than 4,000 of the DEW brand's most loyal fans, referred to as DEW Labs(TM) members, to cocreate three new DEW 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.

Mountain Dew Distortion (Source:

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 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. "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." Let the Voting Begin: Three New Flavors Vie for a Place in History as the Next New DEW 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 The winning flavor will become a member of the DEW family on Labor Day 2010.

Mountain Dew White Out (Source:

During the voting phase, "Flavor Nations," comprised of DEW Labs members who are divided into three Nations supporting each of the new flavor innovation, 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 DEW and samplings at concerts and sporting events, among other activities. Their goal: to rally friends, family and all DEW lovers to show their support by participating and posting photos and video content online, going online to vote for their favorite flavor, and engaging others to sample and vote.

Fan-Driven Ad and Marketing Campaigns In the Fall of 2009, Mountain Dew invited ad agencies and individuals from across the country to submit 12-second video ads. Consumers voted on the spots they felt best captured the essence of the DEW brand, and the DEW Labs communities then selected their three winners: Crashtest Productions (Typhoon), Dewdadew (White Out) and Animaticmedia (Distortion). Since January 2010, the advertising finalists have collaborated with the brand and individual Flavor Nations to develop the three 15-second television ad spots that will launch to support the three flavors on April 26.

> Mountain Dew Typhoon (Source:

For the first time in company history, consumers also have played an active role in shaping and influencing the paid media planning and buying process. Potential media partners, including some that were introduced to the brand by consumers, were required to pitch their proposals to DEW Labs members alongside the brand, again remaining true to the DEW brand's DNA of collaboration between brand and consumer. Online outlets, including The Onion, CollegeHumor, CraveOnline and Funny or Die, put together media proposals and videos for each Flavor Nation that showcased the culture of each online partner. The online DEWmocracy campaign will debut April 19, 2010. Decision 2010 All three Mountain Dew flavors are available from April 19 through June 14, 2010, at mass, drug and retail outlets nationwide. This year's DEWmocracy 2 winner will join Mountain Dew(R) Voltage(TM), the latest addition to the Mountain Dew family. Mountain Dew Voltage won the DEWmocracy 1 campaign in 2008 that relied on an immersive story-based online game to develop a unique Mountain Dew beverage and saw more than 1 million people participate in the product creation and selection process. Please visit to vote on your favorite DEWmocracy 2 flavor. The power is in your hands; let your voice be heard. Source

PURCHASE, N.Y. ² Diet Mountain Dew launched a latest summer promotion debate targeted during consumers who hunger for a one-of-a-kind citrus ambience of Mountain Dew, yet wish a low-calorie alternative. Featuring a tagline ³Diet Tastes Better upon a Mountain,´ a debate kicked off with a radio mark that stars dual masculine Gen-Xers racing to reap their lawns in a conflict for a final Diet Mountain Dew. The 30-second spot, called ³Chores,´ began airing national progressing this month. ³We longed for to operate beautiful that could blink during DEW¶s bequest of pulling limits, whilst display that you assimilate a stream lifestyles of a people who grew up with us,´ pronounced Brett O¶Brien, clamp boss marketing, Mountain Dew. ³We know that some-more consumers have been branch to diet soothing drinks as well as you wish them to know that with Diet DEW, they can select diet but sacrificing taste. Plus, a lawnmower competition seemed similar to a fun approach to uncover that even yet it¶s diet, we¶re still DEW.´

In as well as with ³Chores,´ a code hosted ³Fan Friday: Special Edition,´ that asked fans to contention a print of themselves you do their most appropriate ³victory pose.´ Submissions were supposed until Jul twelve as well as put in to an manuscript for fans to opinion by ³liking´ their a one preferred pictures. Winners were suggested upon Jul fifteen as well as won prizes together with a dual mowers featured in a ads. Each week, Diet DEW continues to horde ³Fan Fridays,´ permitting devotees to rivet with a code as well as contest by uploading their most appropriate cinema to a Diet DEW Facebook page for a possibility to be comparison as a Diet DEW form design for a weekend. To watch a ³Chores´ TV mark or for report about ³Fan Fridays,´ revisit Diet DEW¶s central Facebook page. In further to strange Mountain Dew as well as Diet Mountain Dew, a permanent DEW product line includes Mountain Dew Code Red, Mountain Dew Livewire, Mountain Dew Throwback, Mountain Dew Voltage as well as Mountain Dew White Out. Incoming search terms for the article: 

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Mountain Dew Plugs Into Online Campaign for New Drink
Enid Burns | January 22, 2009

Pepsi introduced a new drink under the Mountain Dew label and plans to promote it with a digital campaign. The flavor, packaging, and design of Voltage, the new flavor, is the online collaboration of Mountain Dew fans. "It's a new flavor created digitally," said Chrstian Dietrich, director of the Pepsi client business at Tribal DDB. Pepsi created three variations on Voltage theme and allowed consumers to vote on their favorites. "As of January 8 the people have voted," he said. The new beverage is on store shelves and a marketing campaign created by Tribal DDB Dallas was released in conjunction with the launch. The campaign components surround its main site, The campaign also includes banner ads, a mobile ad campaign, Facebook integration, and e-mail messaging through Pepsi's "Dewsletter." Games and activities allow users to earn points toward weekly sweepstakes on the Voltage Web site. The first two activities, Electrify Yourself and The Motherboard, are games built by the Tribal DDB team to get users involved. The first requires a Webcam; the user sees the Webcam image, which is distorted by colorful electrical waves and bolts. Motherboard requires participants to navigate a maze using the arrow keys. "We created the mechanics by which you engage with your camera," said Dietrich. "We as an agency across our clients have explored different apps to use Webcam and phone cameras for interactions. But this is a first for Pepsi to deploy one-to-one interaction with a Webcam." Site visitors log in using their Yahoo ID, earn points by participating in activities such as Motherboard, and redeem their points by entering in a sweepstakes. Prizes include Xbox 360 gaming consoles, snowboards, and branded hoodie sweatshirts. "The primary offering, which is an innovative and new approach, is not just 'hey here is a new product you can win,' but here is a new currency... We are offering new prizes every week," said Dietrich. A Facebook buzzbadge is an additional way to earn points. Users who download it to put it on their page will accumulate two points toward a prize. "We're giving people the opportunity to talk about themselves, about being excited in their involvement [with Mountain Dew Voltage]," Dietrich said. There's more content for Facebook and other social platforms to come. The media plan for the campaign includes an initial mix of standard and rich media ads running on Yahoo and College Humor, though the ads will likely spread to more sites over time. The ads are a

"classic invitation to participate," said Dietrich. There are mobile ads running on the iPhone app for Xbox Live powered by Zumobi. Consumers who already have an affinity with Pepsi's Mountain Dew are linked into the new brand through the Web site and newsletter. The Web site's main page has a central tile specifically for the Voltage drink. Consumers signed up for the newsletter Pepsi calls the Dewsletter also receive messaging about the new drink and marketing campaign. "It's maximizing the reach of a program towards greater participation," Dietrich said. "The consumers do the work for us."

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