WHAT:

Mountain Dew is looking to its fans in The City of Lakes to draw inspiration from their own backyards to re-name and re-design the newest DEW, the brand’s first-ever malt-flavored soda. The “first batch” of the distinctive soda, available in the coming weeks in select markets, is aptly named Johnson City Gold inspired by Mountain Dew’s roots that extend from the foothills of Tennessee to the shores of Carolina. What DEW calls the “second batch” is up to the fans – and their hometowns. Names will be chosen from six regions in the U.S. – South, Southwest, Northwest, Northeast, Great Plains and Great Lakes.

— From August 9 – August 16, fans can 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.

What will you name YOUR DEW?

WHEN:

Going on now through Thursday, August 16, 2012

WHERE:

www.yourmaltdew.com

CONTACT:

Nicole Mayo, Weber Shandwick, nmayo@webershandwick.com / 212-445-8393