NEWS26 May 2010

Mountain Dew co-creates media planning

North America

US— Consumers are influencing the media planning and buying process in the final phase of a co-creation project by drinks manufacturer Mountain Dew.

The Dewmocracy project kicked off last year when the firm asked around 4,000 of its “most loyal fans” to help create three new Mountain Dew flavours. Once the project is complete a public vote will decide which drink is added to the permanent Mountain Dew range.

Earlier stages saw the brand collaborate with its customers on the flavour, name, colour and package design of the three new drinks and later consumers will have a say in advertising and marketing.

Participants were first split into three groups to campaign for their favourite flavour before setting off on a series of nationwide events, such as road trips and giving out samples at sporting events, to drum up support for their particular drink.

On the advertising side agencies were asked to pitch their creative ideas to the three groups, who then had further input into which adverts would run and on which platforms.

Frank Cooper, chief engagement officer at Mountain Dew’s parent company PepsiCo, said: “By maintaining an open dialogue with our consumers through an intense, year-long collaborative project, we’ve offered them an opportunity to leave their imprint on a brand they truly love and have solidified an even stronger relationship with fans who matter most.”

All three new drinks are currently available to buy while an online poll to decide the winner runs on the firm’s website. The final decision will be announced in early June.