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.