More Than a Quarter Million Voted for Dew Flavor Created by Consumers
PURCHASE, N.Y., Aug. 19 /PRNewswire-FirstCall/ -- The people have spoken and Voltage has been elected the new Mountain Dew flavor line extension. Mountain Dew Voltage, charged with raspberry citrus flavor and ginseng, will officially take office in January 2009 when it starts appearing on store shelves nationwide.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080819/NYTU069 ) The DEWmocracy election was a unique contest between three Mountain Dew flavors -- Mountain Dew Revolution, Mountain Dew Supernova and Mountain Dew Voltage -- that were created by consumers. In October 2007, consumers began participating in a series of interactive games at DEWmocracy.com to develop every aspect of the three "candidates," including the color, flavor and name.
The DEWmocracy candidates were available in stores across the country for a limited time this summer and consumers were fully engaged throughout the election process. In addition to the more than 350,000 votes that were cast at DEWmocracy.com, thousands of enthusiastic consumers were actively campaigning for their favorite flavor on the site. Mountain Dew Voltage received the most votes capturing 42% of the vote.
"Through this groundbreaking promotion that attracted more than 1.6 million to our site, we gave consumers unprecedented control over the brand and they delivered by developing three terrific products," said Frank Cooper, VP of portfolio brands for Pepsi-Cola North America. "In many respects, Voltage is the 'People's Dew.' Consumers designed every aspect of the product, actively campaigned for it and finally elected it the next line extension." DEWmocracy is not ending with the election results. Consumers will also play an integral role in the marketing of Mountain Dew Voltage and they are already being invited to suggest launch events at DEWmocracy.com.
ABOUT MOUNTAIN DEW Mountain Dew is a product of the Purchase, N.Y.-based Pepsi-Cola North America (http://www.pepsi.com/), the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. In addition to Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire and AMP Energy, its U.S. brands include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. http://www.newscom.com/cgi-bin/prnh/20080819/NYTU069 http://photoarchive.ap.org/ DATASOURCE: Pepsi-Cola Company CONTACT: Nicole Bradley of Pepsi-Cola North America, +1-914-253-2964, Web site: http://www.pepsi.com/ http://dewmocracy.com/
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