| 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.
|
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." 
