DewMocracy
At first glance, the Dewmocracy ad appears to be just another attempt to persuade customers to involve themselves in the creative process of product design in order to get them to purchase more products. We’ve seen this before with various other brands including Crayola to Heinz ketchup. However, companies that have done this in the past do not portray it in such an intense way.
Some of the other copy in this ad describes the world as “dark” and “governed by greed and profit.” Creativity is outlawed. By creating a new package for Mountain Dew we will unearth the elixir for freedom, and restore the spirit in man? “A new generation has arisen and must fulfill its destiny to create a new soft drink.” The correlation between this type of dark world and a new soda is just ridiculous. The problem is that I can’t tell if they’re even semi-serious about the condition of the world. If they are serious, they should keep these thoughts to themselves because once again they are a soda company. However, if these ideas are entirely made up, then the ad is just poorly written. In fact, it’s borderline insulting. They assume that the younger generation would accept the idea of ultimate creativity in designing a new soft drink. Also, the fact that this ad would even mention greed as a problem that needs to be overcome is quite ironic considered the ad is paid for by PepsiCo.
