Mountain Dew on Monday unveiled its new formulation and look. The soft drink brand from Pepsi is set to embark on a slew of activities around the new look, which involve a new TVC that will break on March 1, an interactive promotion programme called Dew Dares and a website centred around the theme of adventure.
The new formulation and new introduction, adorning the new look will be rolled out by next month and will feature the sporty new logo with prominent shades of black and green. The drink will be available in glass bottles, cans and pet packs.
Pepsico India Executive Director, Punita Lal, said, “The new look of the Mountain Dew synergises with the hard core daring imagery of the drink that spells a sporty and adventurous attitude towards life. The refreshing new taste of the drink is also concurrent to the brand’s proposition of providing an exhilarating, high energy experiences to our consumers. We hope that the youth will like the new Mountain Dew and hope that our exciting consumer initiatives in India will help establish this experience.”
Mountain Dew’s new 40-second TVC by JWT Delhi celebrates the renewed approach to the drink. The commercial, which will be aired on March 1, showcases Mountain Dew becoming an inseparable part in the lives of the youth, who dare to be different and live the brand’s core values of constant thrill, exhilaration and excitement.
The film was shot in Australia and the concept revolves around ‘boy bonding’ that has Mountain Dew playing a crucial role of providing non-stop action and entertainment. The commercial opens with a group of boys enjoying a sunny afternoon on top of a mountain. Their trip back home showcases their desire of action, fun and adventure and their inseparable drink. The drink allows them to refresh themselves in a way that is thrilling, exciting and full of exhilaration.
Taking forward the soft drink’s active association with alternative sports is the Dew Dares upcountry promotion in India, which will roll out in March. The promotion aims at creating awareness, increase consumer franchise and create a larger than life experience for consumers across 200 towns and small cities in the country. The promotion will see Mountain Dew inviting consumers to participate in its dares and win exciting prizes.
Mountain Dew has also unveiled its new website, www.dewdares.com, around the theme of adventure, which aims to provide information on adventure sites, locations, etc. The website will feature a 48-hour query system that will answer the question posted on the website. It will also have a loyalty programme that allows the surfer to gain points every time he/she browses the net and win Mountain Dew merchandises, tickets to its shows, free trips, etc.