DEWDS TO PUSH SOFT DRINK
By Adnews Staff
U.S.-based PepsiCo. has begun a big North American summer promotion for its Mountain Dew soft drink brand. In addition to a large sampling campaign, Pepsi is supporting Mountain Dew with a contest as well as radio and TV spots featuring celebrities and "Dew Dewds" profiling "extreme" activities. Running from Victoria Day to Labour Day, the sampling program will involve "Dew Dewds" in cruisers offering people Mountain Dew samples and the opportunity to participate in inflatable jousting matches, skateboarding and SonyZone activities involving a Sony Playstation and audio products. The contest, which is targeted at teens, can be entered at sampling events, through call-in radio events, or at in-store ballot boxes. It includes 115 grand prizes of an extreme weekend involving one day of white water rafting and one day of rock climbing. Secondary prizes include T-shirts, hockey sticks, hats and Sony Playstations. BBDO Worldwide of New York handled the campaign.