Mountain Dew (currently stylized as Mtn Dew in the USA) is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee.
Beginning in 2007, Mountain Dew began a promotion entitled “DEWmocracy”, which involved the public electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products. The campaign has been the subject of recognition within the advertising industry, cited as one of the earliest and longest-running examples of a consumer product brand employing crowdsourcing to make decisions which are traditionally made internally by employees.
Mountain Dew announced a continuation of the Dewmocracy campaign –referred to as “Dewmocracy 2” – which launched in July 2009. A marked difference between Dewmocracy 2 and its predecessor was the wider range of online voting methods, expanding beyond the Dewmocracy website to include Facebook, Twitter, YouTube, and the “Dew Labs Community” – a private, online forum for the “most passionate Dew fans.
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