Following the success of its DEWmocracy program and as part of the introduction of Johnson City Gold, a new distinctive malt-flavored soda, Mountain Dew offers its fans to ‘Discover Gold.’
Photo: Mtn Dew Johnson City Gold, first batch, clickable
The new soda is inspired by Mountain Dew’s heritage that encompasses a wide territory from the foothills of Tennessee to the shores of Carolina. It will be available starting mid-August for a limited time in select Kroger stores across the Midwest, and in 7-Eleven stores in the test markets of Denver, Colo. as well as Charlotte, N.C. starting September 1, 2012.
Mountain Dew resorts to crowdsourcing inviting fans to help re-name and re-design the package for the ‘second batch’ of the malt-flavored soda to best represent one of six regions in the U.S.—South, Southwest, Northwest, Northeast, Great Plains and Great Lakes. This second batch will hit the stores in 2013.
Fans can visit the www.yourmaltdew.com and suggest a name that would best represent a malt-flavored DEW in their region until August 16. They also can vote for the names they like to choose the one for each region. Winners will receive custom-made gear featuring their suggested product name.
Fans who are artists, both established and emerging, can submit label designs that represent the fan favorite product names. This contest opens on September 19 and lasts till October 10, Then the winners who receive a digital camera will be selected.
«We understand the importance of developing a DEW that feels tailor-made for our fans’ taste and lifestyle preferences, and we’ve seen how eager they are to play an active role in the innovation process, so we’re excited to tap into the storied heritage of DEW and to work with them on a product as unique as Johnson City Gold,» said George Cox, Brand Marketing Manager, Mountain Dew.
Brands often encourage fans to contribute to the new product’s design or name. For example Heineken created a crowdsourced night club in April and Citroën is to produce a new model—C1 Connexion—developed together with Facebook fans.
Photo: Mtn Dew Johnson City Gold, clickable