Pepsi Launches Mountain Dew Summer Campaign

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Pepsi Launches Mountain Dew Summer Campaign


PURCHASE, N.Y. -- PepsiCo Inc. is getting into the groove of things this summer by bringing back some fan favorite Mountain Dew flavors.

According to the company, bottles of Mountain Dew Pitch Black, Mountain Dew Supernova and Mountain Dew Typhoon hit store coolers about two weeks ago. The flavors will be available for a limited time as part of the "Back by Popular DEWmand" campaign.

"Back by Popular DEWmand was created to celebrate our incredible fans by rewarding them with the return of some of their favorite DEW flavors," said Brett O'Brien, senior director of marketing, Mountain Dew. "There is no fan like a Mountain Dew fan -- DEW fans are always engaged and we truly value the feedback they provide about what they want to see next from Mountain Dew. Through this program, we'd like to thank them and encourage their continued enthusiasm and support."

In addition to bringing back the flavors, the campaign will feature DEW All Stars -- seven hand-selected superfans representing each of the Mountain Dew flavors. Over the next seven weeks, the DEW All Stars will engage fellow consumers to show their love for the brand by submitting flavor-themed content on Facebook. The summer celebration will kick off with seven flavored-centric parties.

Mountain Dew fans also have the chance to vote for their favorite submissions, selecting five finalists for each flavor. The DEW All Stars will select weekly grand-prize winners from among the five finalists. Mountain Dew will host a flavor-centric party for each weekly grand-prize winner to share with their family and friends, and provide runners-up with custom-made kits that contain everything they'll need to host a party of their own.