Mountain Dew Voltage Wins DEWmocracy Election to Become New Brand Line Extension

More Than a Quarter Million Voted for Dew Flavor Created by Consumers

PURCHASE, N.Y., Aug. 19 /PRNewswire-FirstCall/ -- The people have spoken
and Voltage has been elected the new Mountain Dew flavor line extension.
Mountain Dew Voltage, charged with raspberry citrus flavor and ginseng, will
officially take office in January 2009 when it starts appearing on store
shelves nationwide.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080819/NYTU069 )
The DEWmocracy election was a unique contest between three Mountain Dew
flavors -- Mountain Dew Revolution, Mountain Dew Supernova and Mountain Dew
Voltage -- that were created by consumers. In October 2007, consumers began
participating in a series of interactive games at DEWmocracy.com to develop
every aspect of the three "candidates," including the color, flavor and name.
The DEWmocracy candidates were available in stores across the country for
a limited time this summer and consumers were fully engaged throughout the
election process. In addition to the more than 350,000 votes that were cast
at DEWmocracy.com, thousands of enthusiastic consumers were actively
campaigning for their favorite flavor on the site. Mountain Dew Voltage
received the most votes capturing 42% of the vote.
"Through this groundbreaking promotion that attracted more than 1.6
million to our site, we gave consumers unprecedented control over the brand
and they delivered by developing three terrific products," said Frank Cooper,
VP of portfolio brands for Pepsi-Cola North America. "In many respects,
Voltage is the 'People's Dew.' Consumers designed every aspect of the
product, actively campaigned for it and finally elected it the next line
extension."
DEWmocracy is not ending with the election results. Consumers will also
play an integral role in the marketing of Mountain Dew Voltage and they are
already being invited to suggest launch events at DEWmocracy.com.
ABOUT MOUNTAIN DEW
Mountain Dew is a product of the Purchase, N.Y.-based Pepsi-Cola North
America (www.pepsi.com), the refreshment beverage unit of PepsiCo, Inc., in
the United States and Canada. In addition to Mountain Dew, Diet Mountain Dew,
Mountain Dew Code Red, Mountain Dew LiveWire and AMP Energy, its U.S. brands
include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tropicana Twister Soda,
Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company
also makes and markets North America's best-selling ready-to-drink iced teas
and coffees, respectively, via joint ventures with Lipton and Starbucks.
SOURCE Pepsi-Cola Company

Nicole Bradley of Pepsi-Cola North America, +1-914-253-2964,
nicole.bradley@pepsi.com