PepsiCo’s Mountain Dew is taking a new tact on their agency review for their $100 million-plus business by letting consumers pick the winner. A contest beginning this month will allow any agency, independent film company or individual to submit 12-second clips outlining their ideas for marketing three new Mountain Dew products. Consumers will then vote for the top talent, whom will be awarded the business. This is not their first venture into the area of crowd sourcing as the three new products names Distortion, Whiteout and Typhoon were created by consumers through Dewmocracy a Facebook-based initiative designed to open up product development to consumers. And when you look at the number it is obvious that this tactic is working for them as the Dewmocracy brands accounted for 25 million cases in sales last year which equates to nearly two hundred million dollars.
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