PepsiCo seeks votes for new Mountain Dew flavor
April 20, 2010
by Eric Schroeder
PURCHASE, N.Y. — PepsiCo, Inc. has launched the next stage in its search for the next Mountain Dew flavor. From April 19 through June 14, three new flavors of Mountain Dew — Distortion, Typhoon and White Out — will be available at mass, drug and retail outlets nationwide. Consumers then will be encouraged to vote for their favorite flavor at www.dewmocracy.com. The winning flavor will become a member of the Mountain Dew family on Labor Day, Sept. 6.
The search for the new Mountain Dew flavor began in July 2009, when PepsiCo asked fans of the drink to help choose potential new flavors, colors, names, packaging designs and advertising. The final three flavors were chosen from a larger list of seven.
Mountain Dew Typhoon is described as “Dew with a punch of tropical flavor,” Mountain Dew Distortion as “Dew with a blast of lime flavor,” and Mountain Dew White Out as “Dew with a smooth citrus flavor.”
All three flavors contain 36 mg of caffeine per 8-oz serving, 40 mg of sodium, and 30 grams of sugar. The White Out and Typhoon varieties both contain 110 calories, while Distortion has 120 calories.
“Dewmocracy 2 has reaffirmed 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.”
PepsiCo held a similar contest back in 2007, when the company’s fans helped choose Mountain Dew Voltage as the newest member of the brand lineup.