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