DEWmocracy was a marketing campaign by Pepsi to let their consumers vote on what the next Mountain Dew flavor would be. The first United States campaign ended in August of 2008 with Voltage as the winner. The second United States campaign ended in June of 2010 with White Out as the winner. The third campaign was held in Canada in 2013.
In 2010, a Canadian law banning caffeine in non-cola drinks was lifted. Previous to that, the only other flavored Mountain Dew was Code Red, which had been available for a year in 2001. This contest was a way to give the people the choice of what their permanent second Mountain Dew flavor would be.
The four candidate flavors were competitors from the previous two DEWmocracies held in the United States (with the exception of Code Red):
- Code Red - "A Rush of Cherry Flavor"
- Supernova - "Strawberry Melon Flavor and Ginseng"
- Voltage - "Raspberry Citrus Flavor and Ginseng"
- White Out - "Smooth Citrus Dew"
The winning flavor, Voltage, was announced on July 4, 2013, after voting through mobile, Facebook and YouTube had closed.