Dew Diligence in a ‘Dewmocracy’

While Barack Obama and John McCain have months to heat up their own race, Mountain Dew is firing up a campaign of its own, the “Dewmocracy” challenge.

Consumers are casting their votes in a heated three-way race for the next addition to the Mountain Dew lineup, choosing one of three brands to become a permanent fixture in the Mountain Dew portfolio: Mountain Dew Revolution, Mountain Dew Voltage and Mountain Dew Supernova.

The three products will be on shelves for the next 12 weeks, and consumers can vote for their favorite of the three at the Web site www.dewmocracy.com. The product with the most votes will be officially inaugurated as "The People’s Dew" in September 2008.

Mountain Dew, a Pepsi product, let its fans create every aspect of the three new products through a series of interactive games on DEWmocracy.com. They were invited to select everythingfrom the color and flavor to the label and name of the three new "candidates." The result was three unique products representing the “taste of the people:”

  • Mountain Dew Voltage: Dew charged with raspberry citrus flavor and ginseng.
  • Mountain Dew Revolution: Dew infused with wild berry fruit flavor and ginseng.
  • Mountain Dew Supernova: Dew with a blast of strawberry melon flavor and ginseng.

    As of June 9, Mountain Dew Voltage was besting Revolution and Supernova in almost every state in the U.S.

    The dewmocracy.com site is paired with other nationwide promotions, including a 30-second television commercial. The flavors will be available in stores from June through September.

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