Gone are the days when people blindly consumed whatever was served on the platter. Gone are the days when consumers depended on companies as to fulfill their own wishes. Today’s consumers have learnt the art of expressing themselves. No more will they silently consume anything as offered by the brands. They make their own demands and see to it their demands are met with. They (both the consumers and the brands) know this is the age of consumerism. Above all politics and religion, what presides omnipresent is the “Consumer Power”. With every top brand trying hard to blend itself in the social media environment, the success of a brand’s online strategy depends on its innovativeness and ability to interact with the online audience. Pepsi’s Dewmocracy 2.0 Campaign which began in July 2009 is one such super success story. The campaign’s winning formula was simple; ask the consumer what he wants, engage him and let him know of his invaluable importance for the sustainability of the brand. Die hard Mountain Dew fans were asked to be a part of new product development, in this case a new flavor of Mountain Dew. Right from flavor, color, name, and graphics everything was to be chosen from solely by Dew fans. All the leading social media tools were utilized, popular social networking sites none the less. This included Facebook, Twitter, YouTube and 12seconds.tv among others. The start of the campaign saw a long truck tour which allowed people to get a taste of all the new sample favors. Their likes and dislikes for a flavor was recorded and uploaded on leading social media sites. About 1.5 million people narrowed down on three of the seven flavors. The color of each of the three flavors was chosen by people using Mountain Dew’s Facebook fan page. Dew’s Facebook friends went up by 500% ever since the launch of Dewmocracy 2.0. People in large numbers also submitted names which were then chosen from. The most popular of these submitted names were given their own twitter pages. Fans who loved a name would have to follow the particular name’s twitter page. Similar method was also used while finalizing the design label for the drink. The ultimate products ready in three flavors hit the shelf on April 19, 2010. These were Mountain Dew Typhoon (red-orange), Mountain Dew White Out (white) and Mountain Dew Distortion (green). The official Dewmocracy website saw continual voting done from an increasing number of fans. All this high octane action climaxed with Mountain Dew White Out being declared as the next addition to the Dew Family on October 4, 2010. The grand Dewmocracy 2.0 campaign was preceded by DEWmocracy, another similar online campaign where voters chose a new Mountain Dew flavor from three given options. Oscar Winner Forest Whitaker was also part of this ad campaign.