PURCHASE, N.Y., Nov. 7 /PRNewswire/ -- 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 http://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.

"Mountain Dew offered me an amazing opportunity to create a mythic universe using all forms of storytelling that will allow those who participate to develop their product," said Forest Whitaker. "It has been a wonderfully creative experience and I was able to work with extremely talented artists. Ultimately, the drink will be on the street and 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 real world."

When players enter the game at http://www.dewmocracy.com, they are asked to select a drink flavor and will later join one of three teams that will develop different "candidates" for the next Mountain Dew line extension. Each team will "campaign" for its beverage candidate. The winning Mountain Dew candidate will be decided by online votes, making the selection process a true "DEWmocracy."

"Our goal is to entertain, empower, and engage our consumers through DEWmocracy," said Frank Cooper, VP of marketing for Mountain Dew. "Dew consumers are some of the most passionate around and we know they'll be anxious to create a new product. We were fortunate to have Forest, one of the great creative minds of today, help us expand our brand and develop a product through a new model -- story-based consumer innovation."

Whitaker worked with a range of partners, including Matti Leshem/Protagonist (developed initial DEWmocracy idea), Tony Bui (screenplay and narration writer), Syd Dutton/Illusion Arts (matte paintings, game environment drawings), Holmes Defender of the Faith (live action production), Anne-Marie Mackay (development producer and treatment writer), Ben Richards (character illustrations), Andrew Tucker (3D character animation), WhittmanHart Interactive, (game and web development) and Susan Zwerman (visual effects and animation producer).

About Mountain Dew

Mountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America (http://www.pepsi.com), the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada. In addition to Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire and AMP, its U.S. brands include Pepsi, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.

Source: Pepsi-Cola Company