To Find New Flavor, the Dew Launches Dystopian Virtual World

Crowdsourcing meets sci-fi meets a quasi-virtual world in Mountain Dew's exploding head-inducing campaign, DEWmocracy.

Supported by traditional advertising, DEWmocracy paints a dismal future filled with corporate suits that travel in the backs of pick-up trucks, and where high fructose corn syrup is considered a magical elixir capable of overthrowing big brother.

Through the site, the Dew ultimately aims to put consumers on an adventure to come up with its newest flavor and packaging, while grabbing as much marketing data on its brave virtual freedom fighters.

Fresh with ideas from his performance in Battlefield Earth, Forest Whitaker helped entertainment concept firm Protagonist in creating this brave dew world.