Mountain Dew slogan contest launched in Chennai

Company press release, July 7, 2003

Chennai

The "Dewmobile" is ready to roll. Carrying forward the overwhelming success of Mountain Dew since its launch in Chennai, the unique, neon-coloured drink is doing the rounds of the city with the Dewmobile - a specially-designed cool convertible.

Consumers just have to complete the slogan "Cheetah kyon peeta hai….." They can simply drop in their slogans at drop boxes provided in several youth hang-outs and popular eateries in the city. The coolest slogan will get the lucky guy this cool set of wheels. Another 200 consumers will win Dew hampers.

Consumers can catch the Dewmobile at Satyam, Pizza Hut at Nungambakkam, Elliots Beach, Loyola, Anna University, Spencer Plaza, MOP College, Ethiraj, Chettinad Vidya Ashram and Ispahani.

Since its launch early this year, Mountain Dew has added a whole new dimension to the lifestyle of youngsters in Chennai. The Dewmobile road show will subsequently move to other cities including Coimbatore, Madurai, Trichy and Cochin.

Mountain Dew, which is one of the largest selling soft drink brands from PepsiCo's international portfolio, has earlier brought the "Dew Road Show" to Chennai, featuring world class adventure sports professionals. Internationally,

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Mountain Dew has an integral association with alternative sports, which encompasses a whole gamut of culture, music and fashion trends.

The "Dew Road Show" also featured games like Rock Climbing and Velcro Bungee on display for the first time in the country.

Mountain Dew, which is the third-largest selling soft drink brand in the US, is available in 500-ml PET and 200-ml glass bottles for Rs 15/- and Rs 7/- respectively in all outlets, pubs, restaurants and eateries across Chennai.

"Doing the Dew" is like no other soft drink experience because of its daring, high-energy, high-intensity, active, extreme citrus taste. Mountain Dew is a soft drink that exhilarates like no other because it gives a refreshing rush of energy.

The high-voltage communication package of Dew, identifying with high-energy outdoor activities popular with the teens, has also been hugely successful. This exhilaration and excitement of Mountain Dew reflects in the high-adrenaline advertising of the brand and the ownership of the daring fun platform. This is being arrogated through association with alternative sports and adventure. The irreverent, self-assured and adventurous character of the brand user will reflect through the use of a group of cool dudes.

For details, please contact:

Annie Cyriac

0124 - 2357077

or Bharatendu Kabi

0124 - 2355880/863, Extn - 663