DEWmocracy Cyberslands I is the unofficial name given to the first marketing promotion that involves Mountain Dew fans designing new flavors to be made, one of which will go on to become the next Flavor in the Mountain Dew line. In November 2007, Duchess Brewing launched a new Mountain Dew marketing campaign. This campaign was given the name "DEWmocracy", tying the words Dew and Democracy together, as the campaign centered around the idea of Dew drinkers designing the next permanent flavor on the line. DEWmocracy was released in various phases, each leading to the conception of new Dew flavors. The first phase of DEWmocracy began with the release of an official website, a short film, and even an online role-playing game. The short film starred actor/director Forest Whitaker, who was in search of a mystical drink that would save the world from the corporate takeover that oppresses creativity. The online game involved creating a profile and traveling to 7 different levels to play mini-games in order to earn points. While doing this,each player selects attributes that they believe would make the perfect Mountain Dew drink (flavor, logo, name, color, etc.) When phase two began in January 2008, three flavor finalists had been chosen, but no other attributes were decided. The second phase revolved primarily around recruiting other people to join in on the DEWmocracy campaign. In the end, the three flavors had been given fan-chosen names, colors, and overall designs. These three drinks were Voltage, Supernova, and Revolution. All three were released to the public during the summer of 2008, and drinkers were given the objective to go to the official website and vote for which flavor they liked most. This lasted until the end of July, and the official winners were announced as a tie on August 19, 2008, with Voltage, Supernova, and Revolution becoming permanent flavors by the start of December 2008.


DEWmocracy Cyberslands I logo 2007

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