Mountain Dew Dons New Look with Grip Pack

Mountain Dew Grip Pack is a perfect on-the-go beverage option for consumers. The unique international styling of the pack is globally patented and PepsiCo is launching this first time globally.

12 May 2010 --- Leading food & beverage manufacturer PepsiCo India has once again demonstrated its edge in packaging innovation by launching the first ever Mountain Dew Grip pack globally. The unique packaging innovation that will glorify the experience of drinking Mountain Dew in a whole new will be available in 600 ml PET at an attractive price of Rs 22.

Mountain Dew has become synonymous with the tagline “Darr ke aage jeet hai” and will be available initially in Uttar Pradesh and will be launched in other markets soon.

Launching the new packaging innovation, Ms Alpana Titus, Executive Vice-President – Flavours, PepsiCo India, said “We have always been at the forefront of innovation – be it product or packaging. Mountain Dew Grip Pack is a perfect on-the-go beverage option for consumers. The unique international styling of the pack is globally patented and PepsiCo is launching this first time globally. We have tried to build the masculine personality of Mountain Dew through the grip in the pack.”

To support this exceptional initiative, high decibel below-the-line activation will be undertaken by the brand in UP. On the lines of “Jeet per pakad rakho” floats will roam around UP, which will give consumers chance to play exciting games, and win prizes. A 360 degree campaign will break from April 25th, 2010 which includes press, TV, and outdoor.