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Innovative brands will save the day

We may be facing the worst recession since the 1930s, says Elmwood chairman Jonathan Sands, but truly innovative branding can still deliver the ‘Mickey Mouse’ antidote that consumers and clients are looking for. Sands argues that, although one result of the economic crisis is that businesses will see a decline

Dewmocracy from PepsiCo

14 August 2008

PepsiCo, an owner the the popular youth brand Mountain Dew started a series of tasks and games across an interactive journey. The tasks let players determine elements of the drink - from Flavor, to Color, to Name, Logo and Label. Ultimately players voted on their favorite of all the original Dew combinations.

These drinks - Mountain Dew Supernova, Mountain Dew Voltage and Mountain Dew Revolution - are the winners of this immersive experience. It’s time for the next phase, an even bigger phase, to begin. Three finalists are now pitted against each other in the course of a national campaign to determine the newest Mountain Dew.

On 18 August we’ll find out which flavour won.

dew_dewmocracy

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