Editing Mountain Dew (section)

===DEWmocracy 1===
[[File:MtnDewmocracyRevolutionVoltageSupernova.jpg|thumb|right| DEWmocracy 1: People's Dew (2008) flavor finalists: Revolution, Voltage, and Supernova]]

Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy",<ref name="officialtitle">Officially stylized as '''DEWmocracy'''.</ref> which involved the public electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products.<ref name=dewmocracyoverv>{{cite news|last=Tanner|first=Steve|title=Overview: Mountain Dew DEWmocracy 2 Campaign|url=http://www.bevreview.com/2010/04/21/mountain-dew-dewmocracy-2-campaign/|newspaper=BevReview|date=21 April 2010|archive-url=https://web.archive.org/web/20110425091829/http://www.bevreview.com/2010/04/21/mountain-dew-dewmocracy-2-campaign/|archive-date=25 April 2011|url-status=dead}}</ref> The campaign has been the subject of recognition within the advertising industry,<ref name=cnetdewm>{{cite news|last=Rosenberg|first=Dave|title=Mountain Dew drinks up social media|url=http://news.cnet.com/8301-13946_3-10419047-62.html|newspaper=CNet News|date=18 December 2009}}{{Dead link|date=December 2021 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> cited as one of the earliest and longest-running examples of a [[Consumer packaged goods|consumer product]] brand employing [[crowdsourcing]] to make decisions which are traditionally made internally by employees.<ref name=12sec>{{cite news|last=Parr|first=Ben|title=You Have 12 Seconds to Choose Mountain Dew's New Flavor|url=http://mashable.com/2009/07/18/mountain-dew-crowdsourcing/|newspaper=Mashable|date=18 July 2009|archive-url=https://web.archive.org/web/20110128232833/http://mashable.com/2009/07/18/mountain-dew-crowdsourcing/|archive-date=28 January 2011|url-status=live}}</ref> In its initial phase, DEWmocracy participation and voting was conducted via an online game.<ref name=dewmocracyprom>{{cite journal|title=Online Game lets Players Create a New Dew |journal=Promo Magazine |date=8 November 2007 |url=http://promomagazine.com/interactivemarketing/news/online_game_mountain_dew/|url-status=dead |archive-url=https://web.archive.org/web/20110715123001/http://promomagazine.com/interactivemarketing/news/online_game_mountain_dew/ |archive-date=15 July 2011 }}</ref> Television advertisements at the time featured actor [[Forest Whitaker]] asking people to decide the next new flavor of Mountain Dew. Online voters selected from three choices: Supernova (a strawberry/melon flavor), Revolution (a berry flavor), and Voltage (a raspberry/citrus flavor). Each included [[ginseng]]. The event ended on 17 August 2008, with Voltage announced as the winning flavor. It was officially released on 29 December 2008.<ref name="dewmocracyfaq">{{cite web|url=http://www.dewmocracyvoltage.com/faq.html |title=DEWmocracy FAQ |publisher=Dewmocracyvoltage.com |access-date=3 April 2010 |url-status=dead |archive-url=https://web.archive.org/web/20090314040938/http://dewmocracyvoltage.com/faq.html |archive-date=14 March 2009 }}</ref> According to [[Beverage Digest]], sales of DEWmocracy flavors totaled 25 million cases in 2008.<ref name=2008cases>{{cite journal|last=Zmuda|first=Natalie|title=New Pepsi 'Dewmocracy' push threatens to crowd out shops|journal=Advertising Age|date=2 November 2009|pages=1, 52|url=http://adage.coverleaf.com/advertisingage/20091102?pg=52#pg52|archive-url=https://web.archive.org/web/20110708201451/http://adage.coverleaf.com/advertisingage/20091102?pg=52#pg52|archive-date=8 July 2011|url-status=dead}}</ref>