Cannes Lions

MOUNTAIN DEW

BBDO NEW YORK, New York / PEPSI / 2009

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Overview

Entries

Credits

Overview

Execution

For this particular execution of the DEWmocracy program, we were given a limited resource to achieve our goals: one billboard in Los Angeles.

On June 9th, at the Hollywood and Highland pedestrian mall, we unveiled the billboard showing the three finalist flavors. Then, in a sampling event held below the board, consumers were invited to taste all three flavors, then vote on their favorite by firing a real paintball to mark a box on the board.The colorful splats added up serving as a real life representation of the voting process. To bring a wide audience to the event, we enlisted characters on the nationally televised Jimmy Kimmel Live! to fire the first paintballs. Over a dozen sampling events were held. After each event, the votes on the billboard were tallied and added to the vote totals at DEWmocracy.com. The billboard also included a call to action to visit DEWmocracy.com, where anyone could vote.

Outcome

Between the live events, Jimmy Kimmel Live! coverage and buzz in the media, over 5.2 million consumers were exposed to this single billboard and over 300,000 people visited DEWmocracy.com to vote.DEWmocracy represented the largest 12-week limited time offer product in Pepsi history with 17 million 8-oz. cases sold. And because of the “Paintball” events, Los Angeles—a traditionally low performing Mountain Dew market—saw sales increases of +17% in Grocery and +13% in Convenience/Gas channels.

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