The people have spoken, and
Mountain Dew Voltage, with raspberry citrus flavor and ginseng, was elected to be the latest Mountain Dew flavor line extension, garnering 42 percent of more than 350,000 consumer votes in a "DEWmocracy" election. DEWmocracy was a contest between three Mountain Dew flavors that were created by consumers: Mountain Dew Revolution, Mountain Dew Supernova and Mountain Dew Voltage. In October 2007, consumers began participating in a series of interactive games at DEWmocracy.com to develop every aspect of the three "candidates," including the color, flavor and name. "Through this groundbreaking promotion that attracted more than 1.6 million to our site, we gave consumers unprecedented control over the brand and they delivered by developing three terrific products," says Frank Cooper, vice president of portfolio brands for
Pepsi-Cola North America. "In many respects, Voltage is the 'People's Dew.' Consumers designed every aspect of the product, actively campaigned for it and finally elected it the next line extension." Now that the contest is over, the company invites its consumers to suggest launch events at DEWmocracy.com.
