dew steps up – 140 characters

And with that sponsored tweet, Mountain Dew defused the latest in an embarassingly numerous string of downright stupid ad hoc ads by major consumer brands in recent weeks/months.

Crisis PR? Sometimes it really is that simple: recognize the problem, acknowledge responsibility, resolve offense. Please notice the refreshing lack of any weasel wordy qualifier, i.e., “…if we’ve offended anyone.” There, done with that.