PepsiCo's Mountain Dew is in the middle of its latest "Dew-mocracy" campaign, putting the fate of new Mtn Dew products in the hands of consumers and devoted Dew fans. Starting with grassroots outreach, Mountain Dew introduced consumers to several new flavors, which were narrowed down to three by a group of devoted Dew fans and brand ambassadors, also known as Dew Labs members.
"This is an output of our direct relationship with our consumers," said Brett O'Brien, director of marketing for Mountain Dew, at a media event in New York on December 15. "It goes beyond generating simple ideas from people."
The brand's AOR Porter Novelli helped organize the event and is working on the campaign.
Members helped develop the flavor descriptors of the top three flavors, voted on the colors and names for the drinks, and are playing a role in the design of the cans and bottles, and the upcoming advertising for the new products. Each flavor and its fans, referred to as a "Flavor Nation," will debut in April 2010.
"You'll see Flavor Nations taking an active role out in the Web," O'Brien added. The fans will be a part of the PR and marketing, "making a presence for that Flavor Nation online." Already, Mountain Dew has used Twitter, 12Seconds.tv, Facebook, YouTube, and Ustream as part of this campaign.
After next year, the favorite of the three new drinks—Distortion, Typhoon, and Whiteout—will be chosen to be the next permanent line extension of the Mountain Dew family.