May 29 2007: Mountain Dew, the drink that celebrates the adventurous spirit of the youth, today, announced its Under The Crown promotion, to be held across India. The promotion will see one winner take away the grand prize of a special, Designer Rally Jeep - a one of its kind in India!
Commenting on Mountain Dew's new initiative, Mr. Nagesh Rajanna, Executive Vice President - Operations, UP unit, PepsiCo India said," Mountain Dew is a brand that exemplifies thrill, exhilaration and a 'can do attitude'. With the Rally jeep promotion, our endeavour is to generate trials for the new stronger Dew and thereby, further fuel growth for the brand".
The designer Rally Jeep takes inspiration from the ultimate performance sports utility vehicles globally and has been specially created by designer house - AGM. The Rally Jeep has cutting edge accessories such as wide tyres and alloy wheels that enable it to run smoothly over rough terrain. What makes it even more unique is the painting in Mountain Dew colors that lends itself a special look.
The promotion requires consumers to buy a 200 ml or 300 ml bottle of Mountain Dew and look under the crown for exciting prizes. They get an assured prize of a Reliance World internet voucher worth Rs. 30/- free, which is redeemable across 240 of its outlets.
Consumers also get a cash prize worth Rs. 5, 50 and 1 lakh besides the grand prize. While the initiative is on, consumers can also visit Reliance World outlets, buy their favourite Mountain Dew at a discounted price and play exciting games to win cool Mountain Dew merchandise and prizes. A viral campaign has also been designed for consumers who can play games online and win exciting Mountain Dew goodies. The UTC promotion is valid till June 30th across India.
The initiative is also backed by a comprehensive 3D activation plan comprising of television, web, wireless, outdoor, press and radio. The UTC promotion will see a 25 second promotion film created by ad agency - JWT.
With a stronger, new formulation and a re-positioning of the brand, Mountain Dew has grown to become one of the fastest growing drinks in the CSD category. The launch of the new UTC promotion will drive growth for the brand this year.
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