Rumor: Mountain Dew Electrocution


In 2003-2004, a new version of Mountain Dew was rumored, Mountain Dew Electrocution. It was described as “Mountain Dew fueled with a rush of wild berries” and even had artwork:

Mountain Dew Electrocution

(Source: DeerCrack.com)

Various beverage-oriented discussion forums and blogs noted that this drink was originally scheduled for release in 2004, but due to the success of Mountain Dew Pitch Black, it “was pushed back to the 2005 Easter Season.” I guess that would explain the wild use of pastel colors.

Well, Easter 2005 came and went, and still no Electrocution. No trademark claims were made on the beverage, nor did PepsiCo actually acknowledge it. Eventually the rumors changed to an Easter 2006 release, complete with a press release:

Mountain Dew to Electrocute Easter!
Grape-Enfused New Dew will only be available on Easter Sunday 2006.

PURCHASE, NY (February 08, 2006) – Mountain Dew lovers and soft drink variety seekers are in for an exciting Easter this year. Building on the success of their orange-freezer-pop flavored LimeWire, Pepsi-Cola North America has announced they will offer Mountain Dew Electrocution, a grape-ignited new Dew, to consumers across the United States.

Combining the unique citrus taste of Mountain Dew with a bold grape flavor, Mountain Dew initially will be available in 20-ounce plastic bottles, with plans to expand into two-liter plastic bottles and 12-packs of 12-ounce aluminum cans.

Mountain Dew Electrocution will be broadly targeted to teens and young adults. To link strongly with core Mountain Dew, Code Red and LiveWire, it will be supported with an aggressive, two-month marketing plan, including TV, radio, online, outdoor and door-to-door advertising.

Eventually, it was revealed that the whole Electrocution story was invented by a blogger to drive traffic. The following was posted on February 24, 2006, by the creator:

Funniest Ever!
Posted 12:05 PM by Crack

Way back in May of 2003 I made up a new flavor of Mountain Dew that I called Electrocution to go along with the Code Red and Livewire that was out at the time. They came up with Pitch Black and Baja Blast since then, but I was right about there being a grape flavor! Anyway, I love the new Vault drink from Coke, and while looking around on beverage sites I came across the graphic I had done way back when. So here is a list of sites I found that mentioned this made up drink:

[BevReview.com Editor's Note: A list of websites was originally included here]

I am going to repost the original story I did just to see if I can get more attention for it!

Incidentally, the same blogger attempted another hoax prior to revealing that he was the author of the Electrocution story. On January 24, 2006, he posted a story about Mountain Dew Baja Blast soon to be available in bottles. (Baja Blast is only available in fountain form, exclusively at Taco Bell.) Not many people seemed to fall for this stunt, however. This was probably due to his rather fake looking Photoshop-manipulated image, in addition to the poor cut-and-paste job on the press release, which actually referred to Mountain Dew Electrocution in the second paragraph and had numerous format errors:

Mountain Dew to Blast your Baja!
Posted 03:43 AM by Crack

PURCHASE, NY (Wednesday 24, 2007) Mountain Dew lovers and soft drink variety seekers are in for an exciting summer this year. Pepsi-Cola North America has announced they will offer Mountain Dew Baja Blast, formerly available only at Taco Bell, to consumers across the United States in 20-ounce plastic bottles.

Mountain Dew Baja Blast bottle

(Source: DeerCrack.com)

Mountain Dew Electrocution will be broadly targeted to teens and young adults. To link strongly with core Mountain Dew, Code Red, LiveWire, Pitch Black, Pitch Black II and Electrocution, it will be supported with an aggressive, two-minute marketing plan, including TV, radio, online, outdoor and e-mail virus advertising.

These are good examples of why you shouldn’t always believe everything you read on the ‘net, and why it’s always a good idea to do some fact checking… you know, like real journalists do.

So, to rest all rumors, Mountain Dew Electrocution is a hoax. It was never planned nor will it arrive any time soon. :)