The FINANCIAL -- Mountain Dew 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.

And, starting today, Mountain Dew is once again inviting its passionate fan base to put its stamp on the brand.  As PepsiCo reported, 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.

"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."

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