This summer, Mountain Dew will return to store shelves some of its most loyal consumers favorite flavors: Pitch Black, Supernova and Typhoon. The beverages will return for a limited engagement as part of the “Back by Popular DEWmand” promotion.
Both Pitch Black and Supernova will be sold nationwide while Typhoon will be sold through an exclusive deal at Walmart Supercenters.
The messaging around the campaign encourages social and viral participation by asking loyal fans of the beverages to share photos and videos and to participate in Facebook groups focused around specific flavors.
In another component of the promotion, the brand has hand picked seven people who have proven to be ultra loyalists. Each of the seven will represent one Dew flavor by posting content about the flavor on Facebook. In addition to the three returning flavors, the flavors are: Voltage, Live Wire, Code Red and White Out.
White Out, Mountain Dew's newest citrus flavor, was crowd-sourced for a year and is due to hit store shelves in late August. (Behind the Scenes at the Latest DEWmocracy Campaign). Voltage was another fan pick after a contest that drew more than 350,000 votes. And back in November 2007, Mountain Dew first launched an online game, “DEWmocracy,” that lets players team up and design the flavor, color, name and marketing graphics for a new entry in its product line.
A public vote began Monday to select five finalists for each flavor. The seven “DEW All Stars” will select weekly grand-prize winners who will receive a flavor-centric party for share with their family and friends. Runners-up will get custom-made kits that contain everything they'll need to host a celebratory party of their own.
The summer promotion continues with “Loot for Labels,” a label mail-in promotion that rewards consumers who send in labels with flavor-themed gear. Each label redeemed also awards that person a sweeps entry for a chance to win a year's supply of Mountain Dew, a PepsiCo brand.