Hyderabad: It’s summer, and time to “Do the Dew” again. Mountain Dew, the hugely popular drink from Pepsi’s portfolio of brands, has launched a slew of consumer initiatives titled “Adrenalize” to add a lot of high-energy excitement to the summer in Hyderabad.

As part of the initiative, consumers can try their adventure skills with bungee runs and rock climbing, at four happening youth hangouts in the city – Snow World, YMCA Naraynguda, Wesley Ground and Marredpally Ground. In addition to this, the “Dew Road Show” will visit key happening places in the city, where consumers can participate on-the-spot in innovative games and win exciting prizes, such as Dew T-shirts, Dew caps and Dew slap bands. A consumer is only required to buy a 200-ml Mountain Dew, priced at Rs 5/-, to qualify for participation at either of the events.

According to Mr. Saurabh Gupta, Head of Pepsi’s operations in the central region, “Mountain Dew has been strongly promoted in the country through experiential sampling and ground marketing activities. We have also been able to strongly reinforce Mountain Dew’s relevance with alternative sports by creating grass root awareness and mass consumption. The ‘Adrenalize’ initiative is yet another opportunity for youth to experience some of the unique Dew games in Hyderabad.”

The initiative is being communicated to consumers through various mediums including SMS, banners and leaflets. For example, consumers can avail of the itinerary of the games and road shows through SMS on their mobile phones.

In keeping with its international association with adventure sports, Mountain Dew has consolidated a brand proposition of exhilaration, daring, high-energy, high-intensity and active lifestyle. Mountain Dew has brought about an all-new dimension to the lifestyle of youngsters in the country by brining some of the top-notch adventure sports and international champions of adventure sports to various cities in the country.

Internationally, Mountain Dew - the third largest soft drink brand in the US – has an integral association with alternative sports, which encompasses a whole gamut of culture, music and fashion trends.