PURCHASE, N.Y. – January 8, 2009 - Mountain Dew Voltage will launch its brand with a recognition event featuring a concert by rock band Boys Like Girls on Saturday, Jan. 10 at Mount Snow, Vermont during the second stop of the DEW Tour winter action sports tour. The event will celebrate the accomplishments of six “Do Something” scholarships recipients, and will also recognize the Dew fan who developed the winning brand launch concept for the Mountain Dew Voltage flavor. The celebration will take place at the “Mountain Dew Voltage Positive Energy Sphere” at the base of Mount Snow . “We're excited to recognize some really dedicated DEW fans during the DEW Tour this weekend,” said Marketing manager, Bozoma Saint John. “From scholarship winners motivating people to help change their community, to brand fans actively taking part in the launch of a new Mountain Dew flavor, it's clear DEW is resonating with consumers and encouraging them to take action. This concert event is a fun way to recognize and celebrate their efforts.” “DEW” Something Mountain Dew Voltage paired with the national not-for-profit community service organization, “Do Something” in November to host an online contest recognizing young, local leaders and change-makers. Each scholarship winner motivated others to make a positive difference in their communities and received $5,000 for their efforts. The six scholarship winners are: “Power in Numbers: Win Group Grants to Ignite Change” In addition to the inaugural “Do Something” scholarship program, Mountain Dew Voltage has also committed to donating a total of $100,000 in grant money to support young adults who have an idea to ignite positive action in their local communities. From Feb. 9 – April 6 grant proposals can be submitted online for a chance to win a grant for $10,000. Visit www.EnergizeYourCommunity.com for full details. Grant finalists will be featured on DoSomething.org, and winners will be selected via online voting. Mountain Dew Voltage Concept Winner Scores Big Jim Everett, the consumer who came up with the idea to launch Mountain Dew's Voltage brand at the second stop of the DEW Tour, will also be recognized at Saturday's event. For his efforts, he won an all-expense paid trip (with a friend) to watch his vision come to life. “I've always been a huge DEW fan, and I was excited to hear that my idea for the product launch at the DEW tour is being used to unveil Voltage to the world,” he said. “I've tried the new flavor, and without a doubt it deserves a great kickoff event.” Event Schedule The event begins at 12:00 PM on Saturday at the Mountain Dew Voltage Positive Energy Sphere at the base of Mount Snow 's main mountain. The schedule is as follows: 12:00-3:00 PM DJ, free product and giveaways at the Mountain Dew Voltage Positive Energy Sphere 3:00-4:00 PM Boys Like Girls Concert/Recognition event 4:00-4:30 PM Torchlight parade/Laser light show 4:30-7:00 PM Video, DJ, free product and giveaways For more information on Mountain Dew Voltage, visit www.dewmocracyvoltage.com . About Pepsi-Cola North America Beverages Purchase, N.Y.-based Pepsi-Cola North America Beverages ( www.pepsi.com ) is the refreshment beverage unit of PepsiCo, Inc., in the United States and Canada . Its U.S. brands include Pepsi, Mountain Dew, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices. The company also makes and markets North America 's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. For more information, visit www.pepsiproductfacts.com . About “Do Something” Do Something believes young people have the power to make a difference. The organization leverages communications technologies to enable young people to convert their ideas and energy into positive action. They inspire, empower and celebrate a generation of doers: young people who recognize the need to do something, believe in their ability to get it done, and then take action. Contact:
Kristine Hinck
Pepsi Cola-North America Beverages
914.253.2437
Kristine.Hinck@pepsi.com