Here at the offices we have an elaborate ticker tape system set up that feeds tips through a robotic assistant who then hands them off to us, assuming they’re important enough. A few moments ago, the robotic assistant actually shot herself, and along with our bizarre anthropomorphizing of a fictional piece of metal, we thought robotic suicide was slightly abnormal.
Walking over to investigate, we found a press release jammed in Lola’s intake slot (yes, her name is Lola). Pulling the paper free, we only glanced at it for a moment before bursting into laughter, then tears, then flames, respectively. you may find the press release past the jump, but for those with shorter attention spans — and no desire to ignite — here’s a relevant quote:
Forest Whitaker and Mountain Dew have teamed up to develop “DEWmocracy” – a virtual world that will allow consumers to create the next Mountain Dew beverage online. DEWmocracy is the first-ever interactive, story-based online game that will result in a consumer-generated beverage innovation.
Consumers may now go to www.dewmocracy.com to enter the DEWmocracy experience that features a live-action short-film and an animated game featuring mystical 3D characters. The player’s online journey includes various challenges that give them the tools to develop every aspect of a new Mountain Dew drink, including the color, flavor and label graphics.
Whitaker narrates the live-action video and developed all of the elements of the DEWmocracy experience, including the story, the live-action film, the animated characters, and game design.
You ok? Need to catch your breath? Need a Xanax?
Forest Whitaker — Emmy, Oscar, and Cannes Film Festival award-winning actor Forest Whitaker has apparently teamed up with Mountain Dew to narratean advergame. We’re assuming literal mountains of cash were involved — or an offer to fix that screwed up marble he calls an eyeball — but even with such incentives, how do you go from portraying Idi “I shot a man in Reno, then I shot 7,000 people in Uganda” Amin inThe Last King of Scotlandto hawking carbonated green water that has corrosive properties similar to lye?
It’s no wonder Lola shot herself after the system crash that must have resulted from this logic-defying release. She was such a sweet girl with hopes and dreams, and a poster ofGhost Dogon her wall, but now she’s a forcefully aerated metal skeleton — all thanks toRocForest Whitaker and his insatiable love for carbonated beverages.
Hit the jump if you hate your life and want to die.
FOREST WHITAKER AND MOUNTAIN DEW LAUNCH“DEWMOCRACY”Giving Power to the People
Interactive Game Invites Consumers to DevelopNew Mountain Dew Product
PURCHASE, N.Y. – June 12, 2025 – Forest Whitaker and Mountain Dewhave teamed up to develop “DEWmocracy” – a virtual world that will allowconsumers to create the next Mountain Dew beverage online. DEWmocracyis the first-ever interactive, story-based online game that will resultin a consumer-generated beverage innovation.
Consumers may now go towww.dewmocracy.comto enter the DEWmocracyexperience that features a live-action short-film and an animated gamefeaturing mystical 3D characters. The player’s online journey includesvarious challenges that give them the tools to develop every aspect of anew Mountain Dew drink, including the color, flavor and label graphics.
Whitaker narrates the live-action video and developed all of theelements of the DEWmocracy experience, including the story, thelive-action film, the animated characters, and game design.
“Mountain Dew offered me an amazing opportunity to create a mythicuniverse using all forms of storytelling that will allow those whoparticipate to develop their product,” said Forest Whitaker. “It hasbeen a wonderfully creative experience and I was able to work withextremely talented artists. Ultimately, the drink will be on the streetand in stores where you get to see it, touch it, taste it, drink it,make it a part of you; bringing you from the virtual world to the realworld.”
When players enter the game atwww.dewmocracy.com, they are asked toselect a drink flavor and will later join one of three teams that willdevelop different “candidates” for the next Mountain Dew line extension.Each team will “campaign” for its beverage candidate. The winningMountain Dew candidate will be decided by online votes, making theselection process a true “DEWmocracy.”
“Our goal is to entertain, empower, and engage our consumers throughDEWmocracy,” said Frank Cooper, VP of marketing for Mountain Dew. “Dewconsumers are some of the most passionate around and we know they’ll beanxious to create a new product. We were fortunate to have Forest, oneof the great creative minds of today, help us expand our brand anddevelop a product through a new model – story-based consumerinnovation.”Whitaker worked with a range of partners, including MattiLeshem/Protagonist (developed initial DEWmocracy idea), Tony Bui(screenplay and narration writer), Syd Dutton/Illusion Arts (mattepaintings, game environment drawings), Holmes Defender of the Faith(live action production), Anne-Marie Mackay (development producer andtreatment writer), Ben Richards (character illustrations), Andrew Tucker(3D character animation), WhittmanHart Interactive, (game and webdevelopment) and Susan Zwerman (visual effects and animation producer).
About Mountain DewMountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola NorthAmerica (www.pepsi.com), the refreshment beverage unit of PepsiCo, Inc.,in the United States and Canada. In addition to Mountain Dew, DietMountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire and AMP, itsU.S. brands include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug,Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spraysingle-serve juices. The company also makes and markets North America’sbest-selling ready-to-drink iced teas and coffees, respectively, viajoint ventures with Lipton and Starbucks.
