Overview: Mountain Dew DEWmocracy 2 Campaign


DEWmocracy Reviews:

Keep reading to learn more about DEWmocracy 2, the campaign to discover the next flavor of Mtn Dew!


Back in 2008, the folks at Mountain Dew launched what they called their DEWmocracy campaign, something we covered very closely here at BevReview. The end result was 3 flavors deployed in Summer 2008 — Mountain Dew Supernova, Mountain Dew Revolution, and Mountain Dew Voltage — and placed to a vote by fans, with Voltage winning in August 2008 (personally, we still think Revolution was the best option).


DEWmocracy is back!

The basis of that original DEWmocracy program was built around an online role playing game developed by WhittmanHart Interactive, which featured quests and other tasks with a storyline about an overbearing governmental with corporate control resulting in the loss of creativity. Eventually this translated into segmentation of the players into 3 clans to support the three flavors that had risen to the top.

Video: Do you remember the original DEWmocracy Movie?
(Source: Dewmocracy.com)

That initial take on DEWmocracy was quite heavy-handed, in my opinion, for a result of 3 flavors that were probably predestined by PepsiCo from the start. All this fantasy storyline stuff, along with the lobbying for flavors… just funny. Don't get me wrong, anytime we can see some new flavors of a soft drink show up, we're all ears… but to think that the "regular folks" really had a say in what drinks were chosen overall is still hard to believe. Then again, we were stuck with Voltage, so what do we know? :) Sometimes, even though it seems like the "community engagement" thing to do, having the public determine your product doesn't always work out for the best. Just look at the names of minor league baseball teams across the country. Enough said. (If PepsiCo would just bring back Mountain Dew Pitch Black and Pitch Black 2, we could do away with all this DEWmocracy foolishness and actually get a good flavor — our opinion, of course!)


Pick a color
(Source: dewmocracymediahub.com)

The Dew folks must have thought enough of the idea to bring the concept back, and in 2009 we saw the DEWmocracy 2 campaign start up. This version had a substantially different approach (and most likely a much smaller dollar figure attached). This time around, it had a definite marketing research feel with the deployment of "Dew Labs", an invitation-only panel format that requested feedback, allowed you to participate in tasks, and again, employed a voting mechanism. I was a part of this panel, though spent most of my time passively observing to see how everyone else reacted to the experience.

Video: DEWmocracy 2: Stage 1
(Source: YouTube)

It started with a traveling tour that allowed fans in 17 different cities the opportunity taste a variety of flavors, with a select few being mailed kits of drinks. From this sampling, 3 flavors were selected to advance: #231, #509, and #493. These code numbers were eventually assigned flavor descriptions and colors: Lime Blasted Dew (Deep Green), Punch of Tropical Dew (Cloudy Red), and Smooth Citrus Dew (White) accordingly.


These flavors need names
(Source: dewmocracymediahub.com)

Panelists were encouraged to join what Dew called "Flavor Nations," which led to the actual naming of the products. The names that were considered included the following:

#231 Lime Blasted Dew (Deep Green)

  • Distortion
  • Luminous
  • Outburst

#509 Punch of Tropical Dew (Cloudy Red)

  • Cyclone
  • Hurricane
  • Typhoon

#493 Smooth Citrus Dew (White)

  • Flash
  • Rainstorm
  • White Out

Finally, and I'm quoting here, "Mountain Dew sent out a challenge to designers, art schools, artists and Dew fans to create a look for each flavor." Finally, this viral approach resulted in fan-made videos to help promote the individual flavors. Which brings us to the last phase, which is deploying the 3 flavors to market, having fans vote on them, and awarding a winner on Labor Day, September 6, 2010.


The Final 3
(Source: dewmocracymediahub.com)

We'll be taking a look at these 3 flavors via individual reviews soon, but to wrap up this overview of DEWmocracy 2, here's the official press release:

The Mountain Dew DEWmocracy 2 Campaign Empowers Brand Loyalists Nationwide to Create and Launch the Next New DEW
Fans Develop Marketing and Advertising Campaigns Supporting New Products

PURCHASE, N.Y., April 20, 2010 /PRNewswire — PepsiCo's Mountain Dew is once again tapping the collective intelligence of its most passionate consumers to help write a new chapter in the beverage's history and elevate the premier lifestyle brand to new heights. Beginning today, Mountain Dew will launch nationwide three new DEW flavor innovations – Mountain Dew(R) Distortion(TM), Mountain Dew(R) White Out(TM) and Mountain Dew(R) Typhoon(TM) – that were developed in partnership with consumers during the brand's DEWmocracy 2 campaign:

DEWmocracy 2, a seven-stage, 12-month, consumer-driven campaign launched in July 2009, enabled more than 4,000 of the DEW brand's most loyal fans, referred to as DEW Labs(TM) members, to co-create three new DEW beverages. Leveraging a variety of social media networks and tools, including Facebook, Twitter and YouTube, the brand and consumers collaborated on all areas of product development including flavor, color, name, and package design.


Mountain Dew Distortion
(Source: dewmocracymediahub.com)

DEW fans remain engaged as the three new DEW products begin hitting store shelves nationwide this month. In addition to having a role in creating the TV ads and online media planning and buying process, fans will lead the charge in grassroots initiatives that will drive awareness and trial of the new DEW products.

"DEWmocracy 2 has re-affirmed our belief that DEW consumers want a voice in and want to help shape the future of the Mountain Dew franchise," said Frank Cooper, senior vice president, chief consumer engagement officer, PepsiCo Americas Beverages. "By maintaining an open dialogue with our consumers through an intense, year-long collaborative project, we've offered them an opportunity to leave their imprint on a brand they truly love and have solidified an even stronger relationship with fans who matter most."

Let the Voting Begin: Three New Flavors Vie for a Place in History as the Next New DEW

The three contending Mountain Dew beverages will be on shelves for eight weeks through June 14, providing fans with the opportunity to taste each of the flavors and cast a vote for their favorite at www.dewmocracy.com. The winning flavor will become a member of the DEW family on Labor Day 2010.


Mountain Dew White Out
(Source: dewmocracymediahub.com)

During the voting phase, "Flavor Nations," comprised of DEW Labs members who are divided into three Nations supporting each of the new flavor innovation, will be campaigning for their favorite flavor to win the permanent spot. Starting May 1, members of each Flavor Nation, working with MTV Networks, will begin cross-country road tours, organizing skateboarding competitions, art exhibits inspired by DEW and samplings at concerts and sporting events, among other activities. Their goal: to rally friends, family and all DEW lovers to show their support by participating and posting photos and video content online, going online to vote for their favorite flavor, and engaging others to sample and vote.

Fan-Driven Ad and Marketing Campaigns

In the Fall of 2009, Mountain Dew invited ad agencies and individuals from across the country to submit 12-second video ads. Consumers voted on the spots they felt best captured the essence of the DEW brand, and the DEW Labs communities then selected their three winners: Crashtest Productions (Typhoon), Dewdadew (White Out) and Animaticmedia (Distortion).

Since January 2010, the advertising finalists have collaborated with the brand and individual Flavor Nations to develop the three 15-second television ad spots that will launch to support the three flavors on April 26.

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Mountain Dew Typhoon
(Source: dewmocracymediahub.com)

For the first time in company history, consumers also have played an active role in shaping and influencing the paid media planning and buying process. Potential media partners, including some that were introduced to the brand by consumers, were required to pitch their proposals to DEW Labs members alongside the brand, again remaining true to the DEW brand's DNA of collaboration between brand and consumer. Online outlets, including The Onion, CollegeHumor, CraveOnline and Funny or Die, put together media proposals and videos for each Flavor Nation that showcased the culture of each online partner. The online DEWmocracy campaign will debut April 19, 2010.

Decision 2010

All three Mountain Dew flavors are available from April 19 through June 14, 2010, at mass, drug and retail outlets nationwide. This year's DEWmocracy 2 winner will join Mountain Dew(R) Voltage(TM), the latest addition to the Mountain Dew family. Mountain Dew Voltage won the DEWmocracy 1 campaign in 2008 that relied on an immersive story-based online game to develop a unique Mountain Dew beverage and saw more than 1 million people participate in the product creation and selection process.

Please visit www.dewmocracy.com to vote on your favorite DEWmocracy 2 flavor. The power is in your hands; let your voice be heard.

Source

Comments

  1. I have to say, this has been an ingenious campaign. I entered the video contest and won one of the 50 Dew Boxes—I'm actually in "Video: DEWmocracy 2: Stage 1" at 00:27, in the center—and got to taste test and vote on the preliminary flavors. Now my vote, "231", now known as Distortion, is in stores! I feel personally connected to the PepsiCo brand, and am far more likely to buy their products than others'.

    More than my own personal involvement, I love that they're putting the fans in the spotlight: the fact that the graphic designers' names are on the packages they made must be monumental exposure for them. I think it's important for big companies these days to be humble and acknowledge that without consumers, they wouldn't be as big as they are. It makes consumers feel appreciated and strengthens their trust in the company.

    I think more brands should utilize social media the way Mountain Dew has. Although it's true that not all brands have the same ability to reach as large of an audience and put on as big of a show as PepsiCo, the same basic concepts they used still apply: connecting with fans; promoting their fans (which has a reciprocal effect); differentiating their company from the competition (no other soda company has attempted this); and relying entirely on *free* social media services like Twitter, YouTube, and Facebook. There's definitely a lot to be learned from this example.

  2. Mountain Dew White Out ALL THE WAY

  3. I like the look of Distortion but the lime tartness was too much for me.

  4. I love being a part of every step of this process in Dewlabs. I've done a lot of tasting parties with friends, family, and neighbors and heres their opinions.Typhoon is good but way too strong too sweet, color very common. White Out the color was off putting looked like watered down milk, theres less carbonation so its a little smoother but a really disgusting grapefruit flavor to it like a Fresca or squirt. Distortion ended up being everyones absolute favorite there are so many possibilities with this flavor for adult beverages. The only down fall is the color & label match Mtn. Dew, however the taste is amazing and you could drink it all day and never tire of it. It would be absolutly wonderful on a warm summer day. So Distortion is getting all of our Votes.

  5. TorgosPizza says:

    I had the White Out over the week. Very good!!

  6. This is such a fantastic campaign. I'm almost sad that I don't drink mountain dew.

  7. Zachary Jacob Zblewski says:

    I've tried all 3 and White Out is my favorite by far.

  8. ShortyBoo says:

    I'm voting for White Out.

    When are you going to review Typhoon? I've been checking every day wondering where the third review was.

  9. WHITE OUT ALL THE WAY!!!! That stuff is addictive. I've probably went through 20 cases of it in my house since it was introduced. Everyone loves it. I find it much better than regular Mountain Dew (which has always been my soda of choice). If they don't keep making this one, I will be sooooo disappointed. I love it. Does anyone know where to find the online banners to vote?

  10. I love being a part of every step of this process in Dewlabs. I've done a lot of tasting parties with friends, family, and neighbors and heres their opinions.Typhoon is good but way too strong too sweet, color very common. White Out the color was off putting looked like watered down milk, theres less carbonation so its a little smoother but a really disgusting grapefruit flavor to it like a Fresca or squirt. Distortion ended up being everyones absolute favorite there are so many possibilities with this flavor for adult beverages. The only down fall is the color & label match Mtn. Dew, however the taste is amazing and you could drink it all day and never tire of it. It would be absolutly wonderful on a warm summer day. So Distortion is getting all of our Votes.

  11. tuker224 says:

    hey does any one know the new flavor

  12. Mountain Dew is pretty far down the road in social media use sophistication. Here are some basic lessons for brands just starting out: http://bit.ly/9sOmZ8

  13. when are they going to make a new dew after wite out wins

Trackbacks

  1. [...] 4/21/10: Read our overview of DEWmocracy 2, featuring Mountain Dew Distortion, Mountain Dew Typhoon, and Mountain Dew White [...]

  2. [...] summer we're being presented with 3 new Mountain Dew flavors as part of the DEWmocracy 2 campaign, with a vote associated to determine which of the 3 will become a permanent flavor. In the last [...]

  3. [...] our continuing look at the 3 new Mountain Dew flavors which are a part of the DEWmocracy 2 campaign, we cast our eyes upon Mountain Dew White Out. This flavor, along with Mountain Dew Distortion and [...]

  4. [...] off our look at the 3 new Mountain Dew flavors which are a part of the DEWmocracy 2 campaign, it's the red-hued Mountain Dew Typhoon. This flavor, along with Mountain Dew Distortion and [...]

  5. [...] 16th, 2010 by Steve DEWmocracy 2 has ended, the "crowdsourced" promotional campaign to select Mountain Dew's next flavor. Started in [...]

  6. [...] memories of Mountain Dew Distortion to mind. He actually thought it compared favorably to that limited-edition DEWmocracy drink. There was a strong lime flavor present, but it wasn't authentic, probably more syrupy in [...]

  7. [...] new packaging resembles the original DEWmocracy 2 version, though no longer mentions that the design was by "Dew fan Andre Dottolo". A silver callout [...]

  8. [...] from Walmart. You may recall that Typhoon was one of the three flavors featured as part of the DEWmocracy 2 campaign, which along with Mountain Dew Distortion, lost to Mountain Dew White [...]

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