3 Mountain Dew flavors battle to death in Dewmocracy campaign

Posted on Tue Apr 20 2010

PepsiCo's Mountain Dew has released three new consumer-generated flavors—Distortion, Typhoon and White Out—though only one will survive. The product introductions comprise stage two of a year-long, social-media-backed crowdsourcing effort, in which the beverage brand asked fans what they were looking for from their favorite drink. TV and online ads breaking this week ask consumers to narrow the three down to one. (Sorry, America.) In the ad shown here, a shirtless beach dude guzzles some Typhoon and orange-and-red tidal waves and a typhoon-like-swirl build in the ocean. See the other two spots at Dewmocracy.com. In the White Out ad, a woman being pursued by ninjas is able to escape by blending into a wall, thanks to the beverage or her awesome camouflage skills. The chosen flavor will join last year's winner, Mountain Dew Voltage, on shelves on Labor Day.

—Posted by Elaine Wong

Six artists whip up some crazy-ass Mountain Dew bottle designs

Posted on Fri Aug 28 2009

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Angry monkeys. Crazy eyes. Enormous octopi. Exactly the sort of imagery you want next to your mouth when you drink a soda. In early September, Mountain Dew will launch its third Green Label Art series, which consists of collectible aluminum soda bottles featuring designs by six contemporary artists. Each graphic is vastly different from the others, both in style and theme. One of the artists, Stephen Bliss, drew a gigantic octopus seizing a ship from the pirate era (the one before 2009). The olive-green water in the drawing looks almost as filthy as the Hudson River, which doesn't exactly give the consumer a good impression of what she's drinking. Claw Money, the first female artist of the series, drew her signature three-clawed paw with arrows winding around the bottle. While they are certainly interesting, there's really no connection between any of the six designs and Mountain Dew. Maybe the artists should have tasted the soda before setting up their easels. UPDATE: A rep for the brand wants to clarify that each of the designs was directly inspired by Mountain Dew. For example, here's Stephen Bliss talking about his octopus bottle: "I imagined there to be a world inside every bottle of Mountain Dew—an adventure—a huge ocean of Dew with sea creatures. The scene is frozen, on the brink of chaos; the ship is about to be pulled under the ocean and the volcano will erupt. The birds are scattering in anticipation. There's a different adventure in every bottle." See, the connection is obvious!

—Posted by Elana Glowatz

Mountain Dew switches over from 'Halo 3' to 'World of Warcraft'

Posted on Mon Mar 23 2009

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Mountain Dew will launch two limited-edition World of Warcraft Game Fuel beverages this summer: Alliance Blue ("wild fruit" flavor) and Horde Red ("citrus cherry" flavor). Game Fuel is the name of the Mountain Dew brand targeted specifically at gamers. The first Game Fuel beverage, also a citrus cherry flavor, was released in 2007 to promote Halo 3. Though it's switched games, it's nice that the PepsiCo brand continues to recognize one of its more loyal consumer bases. Other products should follow suit. Deodorants need not apply.

—Posted by David Kiefaber

Mountain Dew is great until it completely rots out all your teeth

Posted on Thu Feb 26 2009

Mdmouth copy

There used to be a joke in corporate America that if you heard Mike Wallace mention your brand name, it wouldn't be a good day. As Pepsi found out last week, it's not much better when it's Diane Sawyer.
  As part of a series on impoverished Americans living in Appalachia, ABC News aired a segment on an oral ailment with the oh-so-memorable name of "Mountain Dew Mouth." The producers came across Dr. Edwin Smith of Barbourville, Ky., who's sunk $150,000 of his own money into a mobile dental office to treat kids whose teeth have rotted to the gumline thanks to their copious consumption of Mountain Dew. Before a national audience, Smith related stories of babies "doing the Dew" thanks to mothers who put the stuff in their bottles, and teenagers pulling their teeth with pliers because of the pain.
  That was last Thursday. You can imagine the kind of morning the PR folks in Purchase, N.Y., had on Friday. But the ensuing response to the PR fiasco was, well, another PR fiasco. First came a statement saying it was wrong to blame decay on the Dew, because raisins and cookies stay in the mouth longer. Strike one. Next came a statement saying PepsiCo soft drinks "consumed in moderation can be part of a healthy, balanced diet." Strike two. Finally, a third release said PepsiCo vp of global health Dr. Derek Yach had phoned the dentist to find out how the company could help. That, it seems, was more like it.
  Note to brands: When a national news show accuses your product of hurting 11-year-old boys who are too poor for shoes, the only solution is to write a check.

—Posted by Robert Klara

It's Mtn Dew now, as texting officially invades brand packaging

Posted on Fri Feb 13 2009

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Spelling out the word "mountain" is just so damn tedious, what with its four vowels and two n's. Really, who's got the time? That's why PepsiCo has rebranded Mountain Dew as Mtn Dew. Kids who are used to texting "c u l8r" will surely get it. The move is not unprecedented. Burger is BK, Kentucky Fried Chicken is KFC, and The Athlete's Foot is TAF. (Yes, that last one probably has to do with the chain's embarrassment at being named after a fungus.) Though I have to say, it doesn't work for every brand. I still get pissed off every time a see a 100 Grand chocolate bar. WTF? The $100,000 bar had a much better ring to it.

—Posted by Kenneth Hein


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