Lucknow, April 22, 2010: Leading food & beverage manufacturer PepsiCo India has once again demonstrated its edge in packaging innovation by launching the first ever Mountain Dew Grip pack globally. The unique packaging innovation that will glorify the experience of drinking Mountain Dew in a whole new will be available in 600 ml PET at an attractive price of Rs 22.
Mountain Dew has become synonymous with the tagline “Darr ke aage jeet hai” and will be available initially in Uttar Pradesh and will be launched in other markets soon.
Launching the new packaging innovation, Ms Alpana Titus, Executive Vice-President – Flavours, PepsiCo India, said “We have always been at the forefront of innovation – be it product or packaging. Mountain Dew Grip Pack is a perfect on-the-go beverage option for consumers. The unique international styling of the pack is globally patented and PepsiCo is launching this first time globally. We have tried to build the masculine personality of Mountain Dew through the grip in the pack.”
To support this exceptional initiative, high decibel below-the-line activation will be undertaken by the brand in UP. On the lines of “Jeet per pakad rakho” floats will roam around UP, which will give consumers chance to play exciting games, and win prizes. A 360 degree campaign will break from April 25th, 2010 which includes press, TV, and outdoor.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose..
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 43 bottling plants in India, of which 13 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today. PepsiCo India’s commitment to living by this vision every day is visible in its contribution to the country, consumers, farmers and people. For more information, please visit www.pepsico.com
Mrinall Kanti Dey
General Manager - Corporate Communications