PepsiCo unveils high-voltage online campaign for new drink

23 January 2009

Global soft drinks maker PepsiCo has introduced a new drink called Voltage under the Mountain Dew label, which it plans to promote with a digital campaign.

The flavour, packaging, and design of Voltage, is the online collaboration of Mountain Dew fans.

"It's a new flavour created digitally," said Chrstian Dietrich, director of the Pepsi client business at Tribal DDB. Pepsi created three variations on Voltage theme and allowed consumers to vote on their favorites. The new beverage is on store shelves and a marketing campaign created by Tribal DDB Dallas was released in conjunction with the launch.

The new berry-flavored drink will be "everywhere" on the web. Mountain Dew Voltage was selected, from among three flavors, by 42 percent of 1.6 million people who visited Dewmocracy.com last summer.

The promotion rewards fans who integrate the brand on social networking sites. Consumers are rewarded for becoming a Dew fan on Facebook, checking out its YouTube channel, downloading Dew MySpace themes and placing "Buzz badges" on social networks and message boards.

"You don't just come to a one- or two-page microsite to see some pretty pictures in Flash animation," said Christian Dietrich, director of the Pepsi business at Tribal DDB, which created the site. "It is a deep-engagement experience. You get to choose your own path to gain points and every week there will be a new sweepstakes." The promotion will run through April 30.