Mountain Dew LiveWire ignites Evernham Motorsports Orange-ignited new Mountain Dew sponsors No. 91 team at Pocono 500. PURCHASE, NY, May 1, 2003 -- Mountain Dew LiveWire, a new Dew that will be available from Memorial Day through Labor Day, is...
Mountain Dew LiveWire ignites Evernham Motorsports
Orange-ignited new Mountain Dew sponsors No. 91 team at Pocono 500.
PURCHASE, NY, May 1, 2003 -- Mountain Dew LiveWire, a new Dew that will be available from Memorial Day through Labor Day, is sponsoring the No. 91 Evernham Motorsports Dodge Intrepid for a one-race deal at the Pocono 500 on June 8, 2003, as part of its "summer-only" product launch.
"The exposure a brand can get from this type of primary sponsorship, even from a single race, is outstanding," said Angelique Bellmer, director of Mountain Dew for Pepsi-Cola North America. "The partnership between Evernham Motorsports and Mountain Dew has been a great fit, and now we're looking forward to leveraging the excitement of racing for the launch of Mountain Dew LiveWire."
"Evernham Motorsports test team, in conjunction with our partners at Dodge, is proud to promote our partner Mountain Dew's LiveWire brand," Evernham said. "It's a win-win for all involved. We are able to provide the exposure Mountain Dew commands and the opportunity to continue to grow our test team initiatives."
Casey Atwood has been selected by Evernham Motorsports to drive the No. 91 racecar for the June 8 event in Pennsylvania. In last year's ARCA race at Pocono, Atwood took the checkered flag after starting from the pole position.
Mountain Dew is currently an associate sponsor of Evernham Motorsports, driver Jeremy Mayfield and the No. 19 team known as the Dew Crew.
Combining the unique citrus taste of Mountain Dew with a bold orange flavor, Mountain Dew LiveWire initially will be available in 20-ounce plastic bottles, with plans to expand into two-liter plastic bottles and 12-packs of 12-ounce aluminum cans. Mountain Dew LiveWire is the trademark's third line extension since the introduction of Diet Mountain Dew in 1988. Mountain Dew Code Red debuted in May 2001, with Diet Mountain Dew Code Red following in May 2002.
Pepsi-Cola North America (www.pepsi.com), headquartered in Purchase, NY, is the $4 billion refreshment beverage unit of PepsiCo, Inc. (www.pepsico.com) in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi Twist, Pepsi ONE, Pepsi Blue, Wild Cherry Pepsi, Mountain Dew, Mountain Dew Code Red, Mug, Sierra Mist, Slice, Aquafina, SoBe, Dole single-serve juices and FruitWorks. The company also makes and markets North America's #1 ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.