The Mountain Dew Dewmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."

Question

Quizplus · Accepted Answer

The Dewmocracy 2 campaign involved consumers in the decision-making process for new Mountain Dew flavors, thereby emphasizing that the brand is "for the people, by the people." This approach added a sense of inclusivity and authenticity to the brand identity, which differentiates it from luxury or low-cost brands and does not align with being a category killer or a hillbilly beverage.

The Mountain Dew Dewmocracy 2 Campaign Was an Integrated Marketing