Mountain Dew rolls out contest for second Dew Mobile

MUMBAI: Carrying forward the success of the first Dewmobile initiative last year, Mountain Dew has brought back the dream machine, specially designed to give away to one lucky Dew consumer.



After the attractive sedan last year, the Dewmobile this year is a mean-looking SUV, more in line with the brand character of Mountain Dew. Designed by internationally-renowned auto designer Dilip Chhabria, the Dewmobile is set to catch the imagination of youngsters all over the country.



According to Pepsi Foods Pvt. Ltd. executive vice president (marketing) Lloyd Mathias, "With the 'Dewmobile' initiative, we wanted to break through the clutter of brand promotions in the country. The idea is to give our young consumers a prize - a signature car - that embodies their aspirations. We also wanted the Dewmobile to personify the Mountain Dew values - excitement, edge and adrenaline."



People wanting to own this dream machine have to follow a simple procedure - Guess the weight of the Dewmobile, and send in the entry along with a Mountain Dew label to a designated post box or drop it in specially-designated drop boxes placed across the city.

Starting from 4 September, the Dewmobile is set to visit popular youth hangouts in the city, mounted in grand style on a specially created truck and accompanied by a cavalcade of bikers. Some of the youth hangouts in Mumbai, where consumers can catch the Dewmobile include Kelkar College, Priya Darshini Park, SIES College, King George School, St. Anthony School, Eros Cinema, Regal Cinema, Metro Cinema, Wilson College and Thakur Village.

Over a two-month period, the Dewmobile is set to visit 14 cities across the country including Thane, Pune, Surat, Baroda, VV Nagar, Ahmedabad, Delhi, Ludhiana, Jalandhar, Chandigarh, Kolkata, Chennai and Bangalore.

This will also be supported with press ads, radio spots, hoardings, truck-backs and point-of-sale (POS) materials.

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