"DEWmocracy" created "much richer conversation"

06/17/2010 | Brandweek

Mountain Dew marketing director Brett O'Brien says the PepsiCo brand's "DEWmocracy" campaign generated enthusiasm because consumers felt "like they could have a say in the direction of the brand, now that their voices meant something." Consumers voting online or via text message chose White Out as the next Mountain Dew flavor.

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