Dive Brief:
- Mountain Dew is bringing back its throwback flavor Mtn Dew Pitch Black once again in a limited supply.
- Consumers campaigned for its return on social media, and these fans now have a chance to snag some of this limited supply for themselves through a sweepstakes with a prize of a free 15-pack case of the soda.
- Contestants have to access the Mountain Dew Facebook page and enter comments into the sweepstakes post explaining why they want to win the case while using the hashtags #WeWantPitchBlack and #Sweeps.
Dive Insight:
Mountain Dew has unearthed Mtn Dew Pitch Black for a limited time in the past, as the company retrieved the popular soda variety from its vault, along with other past flavors, back in 2011.
Mountain Dew isn't the only brand bringing back older flavors. Coca-Cola reintroduced Surge last year via Amazon before expanding to grocery stores in 23 states in September. In June, rumors surfaced that PepsiCo might be bringing back the throwback Crystal Pepsi after 20 years of it being off the market.
As soda companies see the industry's sales consistently decline over the past decade, they look for new ways to keep consumers interested. Using nostalgia is one way to accomplish that, as these older soda varieties could bring back consumers who once drank soda but have since cut back or quit.