Mountain Dew, one of the premier products of PepsiCo Beverages Americas, enlisted Coyne to get the right type of media coverage for various programs over the years including its Green Label Art: Shop Series, a nationwide contest where skate shops and skate artists competed to have their design featured on a nationally distributed Mountain Dew can; and DEWmocracy 2, a consumer-led innovation campaign which involved loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages.

Coyne PR created the Ultimate Winter Dew Tour Experience, an immersion program where Coyne PR hosted top-tier Millennial media in Breckenridge, Colo., the first stop of the Winter Dew Tour.
Through Mountain Dew’s DEWmocracy, PepsiCo discovered that consumers not only expect to be involved in brand decisions, they want to lead the charge. For the launch of DEWmocracy 2, Pepsico wanted to utilize social media to drive a “consumer-led innovation.”The seven-stage campaign involved their loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages.
To generate awareness for its Green Label Art: Shop Series, a nationwide contest where skate shops and skate artists competed to have their design featured on a nationally distributed Mountain Dew can, Coyne PR created a media strategy that included a kick-off event, a winner announcement and a multi-tiered giveaway plan to sustain the program.
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