PepsiCo‘s Mountain Dew is celebrating its heritage by relaunching some of its most popular flavours for this summer in the U.S. as part of the Back by Popular DEWmand campaign. The brand is bringing back its three popular varieties—Mountain Dew Pitch Black, Mountain Dew Supernova and Mountain Dew Typhoon,—which are available to purchase for limited time starting May 16, and kicks off online and offline activities to celebrate its whole portfolio of vibrant flavours with support of its fans.
«Back by Popular DEWmand was created to celebrate our incredible fans by rewarding them with the return of some of their favorite DEW flavors. There is no fan like a Mountain Dew fan—DEW fans are always engaged and we truly value the feedback they provide about what they want to see next from Mountain Dew. Through this program we’d like to thank them and encourage their continued enthusiasm and support,» commented Brett O’Brien, senior director of marketing, Mountain Dew. The soda brand is well-known for its commitment to work side by side with its creative youngsters as proved by the DEWmocracy program as well as a bunch of other consumer engagement initiatives, and just loves to go a bit ‘retro’ sometimes—remember Mountain Dew Throwback with real sugar,—when it can please its loyal consumers and bring financial success.
The new program is not limited to a simple relaunch of thee classic varieties: the brand is putting all of its seven flavours (three of those mentioned above plus other four tastes barring Throwback) in the spotlight by introducing a team of ‘ambassadors,’ a group of fans called DEW All-Stars, each representing one of his or her favourite flavor at the brand’s Facebook page, where one can find bios, photos and videos of the “hand-selected” representatives. Visitors to the hub can also participate in the project by uploading their own flavor-related content including images and footage to show their love for the product and win prizes—public is to vote for the five best submissions in each period, and Mountain Dew will arrange awesome parties for grand winners selected by judges (one for each flavor-themed week starting with Mountain Dew Supernova) and provide the four runners-up with kits to host a party of their own.
In addition to this, fans are invited to visit the seven flavor-centric parties to be arranged flavours with a DEW All-Star ambassador to promote the launch. The relaunched line includes Mountain Dew Typhoon, Mountain Dew Pitch Black and Mountain Dew Supernova as it was mentioned above: the first of them is sold in 2-liter containers exclusively at Walmart Supercenters, with the other two being available at retail stores across the country.