NEW PRODUCT DVLPMT - Democratizing product development

Last year, Mountain Dew's "Dewmocracy" brought the conversation to the social space. Today, Vitaminwater is turning to Facebook fans to come up with its next flavor. "This isn't the most creative initiative" says Richie Cruz from Digital Strategist Agency, "but bringing the conversation to the social space has proven it's effectiveness. Especially because of the dialogue's transparency: Facebook users who aren't engaged will be able to see their colleagues and friends taking part in the conversation". Another reaction could be "Does the world need another MangoBerry-CranMint-Guarana Fusion?" Anyway, The "Flavorcreator" Facebook app, which launched this week and runs through Oct. 20, is designed to crowdsource the company's next product.

• Eric Berniker, vp-marketing for Vitaminwater, said that in the first phase, the company will "eavesdrop" on conversations on Facebook and Twitter about which the hot flavors are.
• After that, the company will diagnose which vitamins and minerals consumers want via a Facebook quiz. Finally, fans will be called in to develop a name, design and copy for the bottle. The winner will then be selected by 50 Cent and Carrie Underwood. The product will hit shelves in March.
• Vitaminwater started its fan page on Facebook in March and now has about 450,000 fans, thanks in part to TV ads that ran that month to promote the page.
• Berniker said that traditional media is still important to Vitaminwater, but the brand is tapping social media to "keep an ongoing dialogue with fans and drinkers." Added Berniker: "It's not just a fun program, it's about handing control over to our fans."

PROMOTION - Facebook Users Scoop Up Free Starbucks (Unilever) Ice Cream

To introduce consumers to its new ice cream, Starbucks and Unilever are offering free pints to Facebook users.

• From July 6 to July 19, participants can visit Apps.facebook.com/starbucksicecream. At the top of every hour, they will have a chance to give a pint of Starbucks ice cream to a friend or family member.
• Each hour, 800 pints will be given away, with a total of 280,000 for the duration of the promotion. While the promotion encourages participants to send the treat to friends, less generous users also have the option of simply sending the coupon to themselves.
• Users who don’t jump on the opportunity fast enough have to check back later if the supply of 800 has already been given away
• The promotion touts the four flavors of Starbucks ice cream, which debuted in the spring. Based on Starbucks beverages, the flavors are: Caramel Macciato (coffee and vanilla ice creams with swirls of caramel), Mocha Frappuccino (coffee and chocolate ice creams), Java Chip Frappuccino (chocolate ice cream with chunks of dark chocolate) and Coffee (coffee and espresso ice creams).
• Unilever signed a licensing agreement with Starbucks in September 2008 for the exclusive manufacturing, marketing and distribution of Starbucks ice cream.

written by Alex Palmer, Brandweek