• June 10, 2008

Three new flavors--Revolution, Voltage and Supernova--designed by consumers will be on store shelves for the next 12 weeks so that consumers can taste them and vote for their favorite at dewmocracy.com.

The Dew with the most votes will be officially inaugurated as "The People's Dew" in September.

Additionally, consumers can vote via a first-ever 50-foot interactive billboard at Hollywood & Highland Center in Los Angeles. At the billboard site, visitors are invited to test all three Mountain Dew flavors, before pushing a button to fire a paintball gun and place a colorful vote on a billboard target high in the sky.

A :30 TV spot, "Tug-of-War," is airing nationwide. It shows all over the country participating in a three-way tug-of-war that illustrates the battle among the DEWmocracy flavors. BBDO New York created the DEWmocracy billboard at Hollywood & Highland and the TV commercial.

--Nina M. Lentini