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Mountain Dew Launches New Product Development Campaign


PepsiCo’s Mountain Dew has announced a programme called DEWmocracy 2, in which it will rely on consumers to shape the direction of the brand and new products that it is to produce.

The term DEWmocracy was first coined in 2007 and since then, through DEWmocracy 1, the company has used the internet to listen to and respond to the desires and needs of Mountain Dew fans.

Frank Cooper, chief consumer engagement officer at PepsiCo Americas Beverages, said: “Mountain Dew’s DNA is rooted in a DIY ethic, operating outside the mainstream, remaining true to itself.

“By shifting control of product development to its most passionate brand loyalists, Mountain Dew has elevated brand and consumer collaboration and co-creation to the next level.”

He added that DEWmocracy 1 showed that Mountain Dew drinkers were eager to help to develop a new product.

DEWmocracy 2 will use closed forums and open platforms, including laboratories, a private online community and social networking sites to listen to and develop the ideas of its customers.

There are currently a number of Mountain Dew brands, including Amp Energy, Diet Mountain Dew and Mountain Dew Live Wire, which is flavoured with orange.

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Friday, November 24, 8:19 pm

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