November 16, 2007
DEWmocracy Millennial Brand Naming at Work
Pepsi's new DEWmocracy initiative, which allows consumers to literally create the new Mountain Dew brand name, as well as "every aspect of the new drink, including color, flavor and label graphics" is pretty exciting.
However, The daily (ad) biz isn't too impressed, stating that consumers ultimately wind up voting on three "brand acceptable" options, and DEWmocracy "is not consumer choice, it's a giant focus group."
Maybe so, but this is clearly an initiative to bring in the younger generation. It seems that when the product names are created, for the Facebook generation, (DEWmocracy has a page, of course) the more hands-on interaction you provide, the better.
Posted by William Lozito at November 16, 2007 9:12 AM
TrackBack URL for this entry: