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 The Dewmobile is rolling again, in a brand new avatar – faster and bolder than ever before. Carrying forward the overwhelming success of the first Dewmobile initiative last year, Mountain Dew has brought back the dream machine, specially designed to be given away to one lucky Dew consumer.
After the attractive Sedan last year, the Dewmobile this year is a mean-looking SUV, more in line with the brand character of Mountain Dew. Designed by internationally renowned auto designer Dilip Chhabria, the Dewmobile is set to catch the imagination of youngsters all over the country.
According to Lloyd Mathias, Executive Vice President (Marketing),
Pepsi Foods Pvt. Ltd., “With the ‘Dewmobile’ initiative, we wanted to break through the clutter of brand promotions in the country. The idea is to give our young consumers a prize – a signature car - that embodies their aspirations. We also wanted the Dewmobile to personify the Mountain Dew values – excitement, edge and adrenaline.”
Consumers have to follow a simple procedure to win this attractive dream prize. Consumers are only required to guess the weight of the Dewmobile, and send in the entry to a designated PO Box or drop it in specially-designated drop boxes placed across the city.
The Dewmobile is set to visit popular youth hangouts in the city, mounted in grand style on a specially created
truck and accompanied by a cavalcade of bikers.
Consumers can also participate in some of the Dew adventure games set up at the venues to win the entry form for the Dewmobile contest. Over a two-month period, the Dewmobile is set to visit 14 cities across the country.
Last year, the coveted Dewmobile was won by Delhi boy Rohit Arora, the award being presented by dashing Indian cricketer and Pepsi endorser
Yuvraj Singh.
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