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PURCHASE, N.Y. — The results of PepsiCo Inc.’s DEWcision are in: Mtn Dew Pitch Black will have a permanent place on retail store shelves.
For the past three months, Purchase-based Pepsi has held an online election to determine if the Mtn Dew Pitch Black or Baja Blast would be become a permanent member of its lineup. With nearly 2.9 million votes, Pitch Black edged Baja Blast by less than half a percent of the total 5.78 million votes cast.
Mtn Dew Pitch Black will permanently return to store shelves in September.
"Over the course of DEWcision 2016, you, the members of the DEW Nation pulled out all of the stops to show your passion for these two flavors," said Ryan Collis, senior director of marketing, Mountain Dew. "You dyed your hair. You built towers. You conquered mountains. Although there could only be one victor, you showed us that neither flavor was going to go out without a fight. And that's the relentless, unyielding, no-holds-barred spirit that DEW Nation stands for."
Fans casted their votes on DEWcision.com or on Twitter by including one of the following hashtags in their tweets: #VoteBajaBlast or #VotePitchBlack.
"No other brand puts more influence into the hands of its fans than Mountain Dew," Collis added. "For DEWcision 2016, we gave them the power. No cash prizes or fancy incentives, only the reward of their favorite flavor staying on shelves. And they far exceeded our expectations, proving a true example of brand love."
Fans don’t have to wait until September to pick up a bottle of Pitch Black however. As CSNews Online previously reported, Speedway LLC has been exclusively offering the drink at its 2,770 convenience stores in 22 states since March.