According to Pepsi Foods' executive director marketing Shashi Kalathil, "Mountain Dew is all about a whole new lifestyle dimension for young people - daring, high-energy, high-intensity. It's unique association with adventure sports has helped establish an exhilarating brand experience that has put it on a sharp growth trajectory."

Pepsi's new carbonated drink - Mountain Dew and the four "Dew Dudes" with their cool, daredevil attitude were first introduced during the Cricket World Cup this year. The highly successful campaign communicated the brand construct - "You haven't done anything if you haven't done the Dew. Dew is what the coolest do." The new campaign underlines this attitude and takes the story forward. If you liked the catch line - cheetah bhi peeta hai, the new commercial's catch line is one to look out for.

Mountain Dew has been among the most successful product launches the soft drink industry has seen, having already achieved unprecedented growth in the first six months of its launch. Last month, Mountain Dew won the Gold at the All India Promo Power Awards for the Best Product Launch.

The product launch in February was supported by a 24-city road show, which put an entire adventure games carnival within the consumer's reach, at the city's hot spots like multiplexes, malls, colleges and quick-serve restaurants. Top international BMX bike riders and Skate Boarders were
specially flown in to demonstrate the concept of adventure sports. This road show made the sampling drive an overwhelming success.

The launch of Dew was further sustained by a 16-city tour of the specially designed Dewmobile, coupled with a slogan contest on Dew's popular baseline "Cheetah Bhi Peeta Hai."