PURCHASE, N.Y. -- The "first batch" of Johnson City Gold Mountain Dew will be available for a limited time in select Kroger stores across the Midwest beginning in mid-August, and in 7-Eleven stores in the test markets of Denver and Charlotte, N.C., starting Sept. 1, 2012.
And Mountain Dew is again inviting its fan base to put its stamp on the brand. Fans nationwide can visit www.yourmaltdew.com for an opportunity to help rename and redesign the package for the "second batch" of the malt-flavored Mountain Dew to best represent one of six U.S. regions--South, Southwest, Northwest, Northeast, Great Plains and Great Lakes--and a chance to see their creation on store shelves in 2013 when the product is launched nationally.
Through August 16, fans can suggest a name that would best represent a malt-flavored Mountain Dew tailor-made for their region of the country. They can submit one product name, per region, per day. Fans will vote on the names, and finalists will win custom-made gear featuring their suggested product name.
From September 19 to October 10, artists can upload label designs that represent the fan favorite product names. Winners will each be awarded a digital camera, with a chance to see their design commercialized in 2013.
"We understand the importance of developing a Dew that feels tailor-made for our fans' taste and lifestyle preferences, and we've seen how eager they are to play an active role in the innovation process, so we're excited to tap into the storied heritage of Dew and to work with them on a product as unique as Johnson City Gold," said George Cox, brand marketing manager for Mountain Dew. "Dew has a legacy of collaborating with its most loyal fans and we can't think of a better way to introduce this unique, new product than to enlist their help in its creation."
Mountain Dew, a product of PepsiCo Americas Beverages, is a leading flavored carbonated soft drink. In addition to original Mountain Dew and Diet Mountain Dew, the permanent Dew product line includes Mountain Dew Code Red, Mountain Dew LiveWire, Mountain Dew Throwback, Mountain Dew Voltage and Mountain Dew White Out.
Purchase, N.Y.-based PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses--Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola--make hundreds of foods and beverages.
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