It's a rare marketing exec who has Diddy, Russell Simmons, and Warner Music impresario Lyor Cohen in his Rolodex, and Def Jam and Tommy Boy Music on his résumé. Frank Cooper III, 45, is that exec. More cultural precisionist than product hawker, he recognized that in every creative industry there are "structural gaps" that Pepsi brands could fill. One result: Mountain Dew's Green Label Sound. Now in its third year, it has helped indie acts such as Matt & Kim and the Cool Kids release singles, shoot videos, and tour. Cooper's new Pepsi Refresh Project is a different take on a company being a patron of social entrepreneurship, and his Dewmocracy campaign tapped into the DIY ethos of Dew drinkers by allowing them to invent the brand's next flavors. These are "counterintuitive things for a big brand like Pepsi," the Harvard Law School grad says, "but it's trusting that those nuances make a difference for the consumer."