PepsiCo introduces Mountain Dew in 500ml, 300ml glass bottles

Our Corporate Bureau
17 January 2003

Hyderabad: The third-largest soft drink brand in the US has touched down on Indian shores - and in great style. Pepsi has unleashed one of the largest-selling brands from its international portfolio, Mountain Dew, at a first-of-its-kind brand launch, living up to its brand profile and pedigree.

The unique neon-coloured Mountain Dew is available in 500ml PET and 300ml (single serve) returnable glass bottles (RGB) at an introductory price of Rs 15 and Rs 8, respectively, in all outlets, pubs, restaurants and eateries.

Internationally, Mountain Dew has an integral association with alternative sports, which encompasses a whole gamut of culture, music and fashion trends. In keeping with that trend, two of the most popular international ambassadors of Mountain Dew - 23-year-old Fabiola Da Silva of Brazil, the top female in the field of aggressive inline professionals, and 24-year-old Chad Kagy of the US, the world's top BMX competitor - accompanied Mountain Dew on its voyage to India, and performed spectacular feats at its unveiling.

Says PepsiCo India Holdings chairman Rajeev Bakshi: “Mountain Dew is all about connecting with young people by breaking through to them in ways that capture their attention. 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.

“Mountain Dew is going to open up a new need state (energy) and bring in a whole new dimension to the very lifestyle of youngsters in India. And this is just the beginning; we have a constant supply of innovative, exciting new products and promotions over the next few weeks leading up to the ICC World Cup.“

Mountain Dew will be subsequently rolled out across the country in the coming months. The new product will be supported by a high-voltage multimedia communication package, identifying with high-energy outdoor activities, which are popular with the teens.