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FoodBev Media
19 August 2008
Mountain Dew 'DEWmocracy' elects Voltage as winner
Fans have voted Mountain Dew Voltage as the 'People's Dew' in a recent national interactive campaign.
The Mountain Dew marketing campaign encouraged fans of the brand to actively participate in the election of the newest Mountain Dew.
The creation of the next Mountain Dew began with a series of tasks and games. The tasks let players determine elements of the drink – from flavour to colour, name, logo and label.
Ultimately, players voted on their favourite of all the original Dew combinations. At the end of the journey, three flavours were chosen: Voltage, Supernova and Revolution. However, only one could be the ultimate winner and become the next Mountain Dew full-time flavour.
On 19 May, the company released a limited edition of the three flavours in US stores and empowered people to decide which flavour would become a permanent fixture in the Mountain Dew family.
The democratic approach, called 'DEWmocracy', relies on the involvement of fans to continue creating a beverage and marketing campaign that they will want to buy and be inspired by.
After months of spreading the word and fighting it out, the winner was proclaimed to be Mountain Dew Voltage – a blue, raspberry citrus and ginseng flavoured Dew.