PURCHASE, N.Y., Aug. 9, 2012 /PRNewswire/ -- Mountain Dew today announced it wants fans to 'Discover Gold' with the introduction of Johnson City Gold, a new distinctive malt-flavored soda inspired by Mountain Dew's roots that extend from the foothills of Tennessee to the shores of Carolina. Beginning in mid-August 2012, the "first batch" of Johnson City Gold will be available for a limited time in select Kroger stores across the Midwest, and in 7-Eleven stores in the test markets of Denver, Colo. and Charlotte, N.C. starting September 1, 2012.
PHOTO LINK: Johnson City Gold
And, starting today, Mountain Dew® is once again inviting its passionate fan base to put its stamp on the brand. Fans nationwide will be able to visit www.yourmaltdew.com for an opportunity to help re-name and re-design the package for the "second batch" of this malt-flavored DEW to best represent one of six regions in the U.S. – 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. Specifically:
- From August 9 - August 16, fans are encouraged to suggest a name that would best represent a malt-flavored DEW tailor-made for their region of the country. One product name, per region, per day, can be submitted, names will be voted on by fans, and finalists will win custom-made gear featuring their suggested product name.
- From September 19 – October 10, established and aspiring 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.
PHOTO LINK: Regional DEW Three-Can Lock-up
VIDEO LINK: Make it Yours Overview
"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, 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."
For complete details and official rules for the contest, please visit www.yourmaltdew.com.
For more information about Johnson City Gold including store locations, please visit www.facebook.com/mountaindew and click on the "Discover Gold" tab.
About Mountain Dew
Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. 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®. For more information, check out www.mountaindew.com, www.facebook.com/mountaindew or follow on twitter @mtn_dew.
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. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.