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Buying Power report: Blacks spend as economy grows
New 16th edition shows $507 bil in spending



The finding comes from the 16th annual edition of "The Buying Power of Black America" report. In 2009, black households spent an estimated $507 billion in 27 product and services categories. ...

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Mountain Dew wraps up DEWeezy Project with new spot featuring Lil Wayne

(October 18, 2012) Mountain Dew announced today it will premiere a new commercial on Saturday, October 20, marking the culmination of the DEWeezy Project, a partnership with Grammy Award-winning recording artist, Lil Wayne. 

In collaboration with the action sports youth development agency STOKED, the program enlisted 10 teens from the NYC area to work with brand and industry executives, including director Chris Robinson of Robot Films and Motive, a creative studio with offices in New York and Denver, to co-create a :30 second television commercial. Through www.deweezy.com, fans were able to follow the teens' journey and vote for their favorite concepts and final cuts. 

"The DEWeezy Project is representative of how Mountain Dew engages its community in the development of our programs," said Brett O'Brien, Vice President of Marketing, Mountain Dew. "This has been an incredible collaboration, working with Lil Wayne, Stoked and DEW consumers to wrap the final phase of the program that celebrates individuality and creativity. The premiere of this commercial spot truly brings to life our 'This is How I DEW' campaign."

"This has been an incredible and once in a lifetime experience for our youth and organization," said Steve Larosiliere, Founder, STOKED. "This has been a perfect partnership between STOKED and Mountain Dew, providing youth with mentoring, access to industry leaders, and the opportunity to be creative. The result is a high quality commercial starring one of the biggest hip hop stars. We couldn't be more thrilled."

Previous phases of the DEWeezy Project include the September 26 launch of a new skate park in New Orleans' Lower 9th Ward Village, a neighborhood center for one of the districts hit hardest by Hurricane Katrina in 2005.

Tune in to NBC during Dew Tour coverage October 20-21 to catch the premiere of the commercial. For more information on the DEWeezy Project, visit www.DEWeezy.com or join the conversation at #DEWeezy.

The DEWeezy project is your opportunity to be a part of the driving force behind a brand new Mtn Dew TV spot starring Lil Wayne. Inspire the idea, help select storyboards, and even get a behind the scenes look at the TV shoot. Then watch as the spot comes to life in front of DEW nation.


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