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August 20, 2008

DEWmocracy Electrifies Mountain Dew's Brand Naming with Voltage

bg_volltage_winner.pngMountain Dew Voltage has won its DEWmocracy election, handily beating proposed brand names Mountain Dew Revolution and Mountain Dew Supernova.

The DEWmocracy initiative has been a major consumer-driven campaign that collected 350,000 votes (Voltage received 42% of them). Around 1.6 million people visited the site to help design the product, watch indy movies and play games, all of which ultimately made Voltage the "people's Dew" according to one Pepsi executive.

This stuff looks pretty good although there are some bloggers who don't share my enthusiasm.

Voltage and other Mountain Dew brand extensions including Dew's Code Red, Live Wire and Baja Blast, as well as this extensive naming competition, are going to elevate the Mountain Dew brand, which is already known as the best drink to buy when studying late at night.

But this initiative is yet another indicator that some branding is going to depend more and more on social media than it has in the past.

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Posted by William Lozito at August 20, 2008 8:04 AM
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