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Each flavor now needed a color. DEW Labs members received an 18-color palette and a "color pour" video, and selected the three that best matched their beverage. Then DEW fans everywhere were asked to "Shoot Your Shade" and choose among the nine finalists (three colors for each flavor). People picked their favorites on Facebook, and those votes later came to life: Each triggered a shot from a matching paintball gun during a live event conducted with Ustream.tv. The winners: Deep Green for No. 231, Cloudy Red for No. 509 and White Flash for No. 493.
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