Beverage Industry

Pepsi and Mountain Dew kick off ‘Iconic Summer’ promotion

May 21, 2013

Purchase, N.Y.-based PepsiCo brands Pepsi and Mountain Dew announced their summertime promotion, "Iconic Summer," which will offer fans the chance to win prizes and exclusive experiences.

Prizes include Pepsi and Mountain Dew-themed merchandise as well as once-in-a-lifetime experiences, such as a trip to the MTV Video Music Awards in Brooklyn, N.Y.; a trip to the iHeart Radio Music Festival in Las Vegas; meet-and-greets with NASCAR drivers Jeff Gordon and Dale Earnhardt Jr.; 2013 Winter Dew Tour Passes; a Bassmaster All Star Fishing experience with professional anglers including Gerald Swindle; a trip to the 2013 World Series; and a trip to Super Bowl XVIII.
The program also includes a "Hometown Sweeps" component that enables Pepsi and Mountain Dew fans to enter for the chance to win experiences in their own backyards, including access to their hometown college and professional sports franchises and other local attractions.

To participate, fans can purchase specially marked 20-ounce, 1-liter and 2-liter packages, multipack polyethylene terephthalate (PET) bottles and fountain cups of Pepsi or Mountain Dew and redeem codes at iconicsummer.com for "Icon" game pieces. "Icon" game pieces can be combined to unlock different tiers of prizes or banked for future prizes, the company says.

"We're thrilled to kick off the ‘Iconic Summer,’ offering fans of Pepsi and Mountain Dew hundreds of thousands of opportunities to win prizes and experiences," said Simon Lowden, chief marketing officer for Pepsi-Cola North America Beverages, in a statement. "For decades, Pepsi and Mountain Dew have partnered with influential celebrities and hosted epic events, and we're taking this unique opportunity to bring it all together under one program to give fans a summer they will never forget."