Is it crazy for a company to release three new flavors in a summer? Even if it is, don’t tell PepsiCo. This summer they have rolled out three limited-edition Mountain Dew flavors as part of their DEWmocracy marketing initiative: Mountain Dew Supernova, Mountain Dew Voltage, and Mountain Dew Revolution. Let’s take a look at the last one mentioned there, the light blue bubbly sensation known as Mountain Dew Revolution.
Revolution is blue in color, much like Mountain Dew Voltage. However, Voltage is a very bold “nuclear blue” color, almost surreal. In contrast, Mountain Dew Revolution is a light blue, more on the blue side of things vs. Mountain Dew Baja Blast‘s light blue/green color. Think Sierra Mist with just a few drops of blue food coloring added! The label denotes the flavor of Mountain Dew Revolution as “Dew infused with Wild Berry Fruit Flavor and Ginseng”. The overall labeling on the bottle also seems to support this “lighter blue” color, much in contrast to the dark blue shades seen on Mountain Dew Voltage.
Similar to the designs used on the other flavors of the “DEWmocracy 3″, Mountain Dew Revolution features a blue/black color scheme, with an emphasis on the light blue coloring. It’s a kinder, gentler visual style in contrast to the black-emphasized flavors of Mountain Dew Supernova and Mountain Dew Voltage. The “Revolution” logo is a swished oval with a couple of artistic “swirls” coming off it. The font used to spell the name resembles something drawn in pencil or marker. Not a very revolutionary logo for Revolution!
It’s specifically noted that this flavor is “Dew Drinker Designed”, which is a reference to the DEWmocracy campaign.
In Fall 2007, PepsiCo rolled out a “design your own Dew” initiative via online gaming and a social media-oriented storyline.
The result was out of all these combinations, 3 flavors rose to the top, to be featured during the summer of 2008 and voted on by fans. The winning vote getter would be the new Dew.
Encouraging promotion of your favorite flavor is done through campaign tools… graphical banners that can be placed on MySpace, Facebook, e-mail templates, or blogs, each with a distinct tracking code. That way, everyone who is registered as part of the DEWmocracy site can have metrics assigned to their participation. I’m not exactly sure how the “vote” will take place, but I would imagine that it has to do with these tools.
So what did Mountain Dew Revolution taste like? Well, like Voltage, it’s berry-influenced. However, this is a light berry taste, as if someone did a Sierra Mist + Berry mashup and called it Mountain Dew. It’s a mild taste that actually is quite attractive given the other two bold, overtly-syrupy flavors in the DEWmocracy lineup. The choice of a light berry flavor for Revolution and a strong berry flavor for Voltage is quite odd, as the two seem to cannibalize each other. While initially I wasn’t a fan of the weak berry taste, over time it grew on me. I probably find it the most favorable out of the DEWmocracy flavors based solely on its sustainability as a flavor. There have been better Dew spinoffs that are no longer with us that I’d easily take over this flavor, such as Mountain Dew Pitch Black and Mountain Dew Pitch Black II. We don’t need another lame berry-flavored drink in the marketplace.
The official DEWmocracy website describes this beverage as follows:
How’s it feel to wield the power? Pretty sweet. Witness a revolution that dares to turn the world of Mountain Dew® upside down. Just one taste of Wild Berry fruit flavor with a Ginseng boost and you’ll be ready to “Join the Movement.” Use our campaign tools to keep the momentum going, and Mountain Dew® Revolution™ will be here in charge before you know it.
Note that you could pretty much use this description for any drink, just switch out the flavors chosen.
The overall flavor of Mountain Dew Revolution isn’t bad, but it’s not strong on its own… something that is common with all three DEWmocracy entries. They were drinks designed by a marketing staff, with logos and names created by interns just learning how to use Photoshop and online thesauruses. Just add ginseng for good measure. The drink is definitely better than Mountain Dew Supernova. It’s a close run against Mountain Dew Voltage; it all depends on how you want your berry… bold or mild.
Let’s take a look at what’s inside Mountain Dew Revolution, shall we? It contains 4.55 mg/oz. of caffeine, which when aligned with original Mountain Dew at 4.5 mg/oz., is basically the same. For comparison, Coke’s Vault has 5.83 mg/oz., while the limited-time Mountain Dew Game Fuel came in at 6.0 mg/oz. Ginseng should add an extra punch, but basically, it’s a standard caffeine-based Dew with a non-outstanding flavor.
One 20 oz. bottle of Voltage is packed with 290 calories, 105 mg of sodium, and 76 g of sugars. It breaks down to 2.5 servings of 8 oz. per bottle.
A full ingredient list is as follows:
Mountain Dew Revolution
Carbonated water, high fructose corn syrup, citric acid, natural and artificial flavor, sodium benzoate (preserves freshness), caffeine, sodium citrate, gum arabic, calcium disodium EDTA (to protect flavor), brominated vegetable oil, panax ginseng root extract, Blue 1, Red 40
Overall, Mountain Dew Revolution is a bluish Dew, not a bold as the berry flavors in Mountain Dew Voltage or even Mountain Dew Blue Shock. It has a mild approach that is somewhat favorable. Not outstanding, but pretty much ideal for the morons who will blindly buy it.
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