Longtime Channel One News advertiser Pepsico pitched a wide variety of sugar-laden, caffeine-loaded drinks to schoolchildren. Middle schools with Channel One got a heavy dose of Mtn Dew ads. Dew ads emphasized recklessness like flipping a car to get a can of Mtn Dew. At the 1999 US Senate hearing on Channel One News several senators complained of the inappropriate content of these commercials. At the hearing, Channel One's newly hired lobbyist Dr. Paul Folkemer sheepishly told the hearing the senators were right and Channel One would not show those particular ads again.
