Reinforce the attributes of the Mt. Dew Brand through a property whose
profile mirrors the Brand's. Hockey: Intense, Physically Extreme Sport + Modano: High-Energy, Lightning Fast, Full-Throttle Style = MOUNTAIN DEW
Heroes of the SubZero, which was executed market-wide through various
in-store and transit communication elements, as well as through customized,
account-specific promotion extensions with key retail and fountain
customers.
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