Mountain Dew draws mixed reaction with promoted apology tweet

05/2/2013 | Adweek

PepsiCo's Mountain Dew on Thursday used a Promoted Tweet to apologize for an offensive ad it pulled earlier in the week, drawing a mixed reaction from the marketing community. "It shows that the brand is owning up to their mistake, taking the blame and -- literally -- paying the price. Great brands use social media to humanize themselves and create relationships with consumers," said Jason Stein of social media agency Laundry Service. But Gravity Media's Yuriy Boykiv said the brand should have just moved on, and suggested the Promoted Tweet could be just another ploy for more publicity.

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