It looks like Pepsi likes to recycle American promotions for the Canadian market. Mountain Dew had used the “Backed by Popular DEWmand” promotion to resurrect popular discontinued flavors, and are now running this campaign in Canada. Following in the success of Voltage winning the first Canadian DEWmocracy, Code Red, Supernova, and White Out are now returning to store shelves until early August. Like the original DEWmocracy campaign, consumers vote and choose which flavor they’d like to remain available after August 2014. No mention on whether the winning citrus soda will become a permanent beverage in Canada. However, if the 2013 promotion was any indication, there is a strong chance another flavor will join their current beverage line-up come September.
Intelligent move by Pepsi Canada’s Mountain Dew to follow the American playbook to introduce a new product. The DEWmocracy campaign from 2013 may have generated a surge in sales that would have made it difficult to match in 2014 without any promotional activity. Repeating DEWmocracy in the following year risks tiring out the Mountain Dew consumer with identical consumer promotions. Enter the 2014 “Backed by Popular DEWmand” promotion. The DEWmocracy campaign equity is extended to the current year through the “Backed by Popular DEWmand” campaign without risking promotion fatigue. Loyalists that previously chose Code Red, Supernova, or White Out can now re-engage with these flavors and vote for their preferred flavor.
The beverage brand also reaps another benefit by indirectly repeating this campaign. Beyond the voting process, Mountain Dew can further understand the Canadian consumer’s taste preferences. The four flavors from last year – Voltage, Code Red, Supernova, and White Out – were carefully selected to see which ones would appeal most to Canadians. While Voltage (raspberry-citrus) was the most popular, Code Red (cherry) placed a close second. Code Red has been produced by Mountain Dew USA since 2002 and was considered one of the brand’s most successful flavor extensions (via the Mountain Dew wikipedia page). Based on this information, it is certainly worth giving Code Red another chance in the Canadian market.
With all the focus and support behind the Mountain Dew brand in the U.S., it certainly makes sense for the Canadian team to receive some additional. Even if Code Red does not win this year, the citrus soda company may return again next year with four new flavors – possibly the Taco Bell Baja Blast flavor. Once again, great marketing campaign that engages with the brand’s fans that also provides valuable benefits to the beverage.