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Home » Media » Press Releases » Mountain Dew® brings the mountain to you, Toronto

Mountain Dew® brings the mountain to you, Toronto

Join superstar Johnny Lyall and Canada's top ski and snowboarders in Yonge-Dundas Square to hit the slopes on a man-made mountain and sample* the new Citrus ChargeTM Dew® beverage

TORONTO, March 2, 2012 /CNW/ - Canadians should be ready for a citrus shock after this unseasonably warm winter as the Mountain Dew brand brings the mountain to downtown Toronto. Everyone is invited to join in the massive celebration taking place on March 2-3 at Yonge-Dundas Square, where Mountain Dew will be setting up a man-made snow park complete with rail features and an open ride park.

During this two-day event, Canadians can also sample* the new Mountain Dew recipe, which has just landed in Canada. The new Dew can now be found on store shelves across the country.

"Winter is an essential part of the Canadian experience, and we haven't seen a lot of snow this year," says Ryan Collis, Director of Marketing, Mountain Dew, PepsiCo Canada. "Mountain Dew is thrilled to give Canadians an exhilarating experience while trying out the new Citrus Charge Dew right in the heart of downtown Toronto."

The Mountain Dew. Do Awesome, Do the Dew™! event is an action-packed ski and snowboard rail jam, where professional snowboarder Johnny Lyall, who wowed us all when he jumped through the rings during the opening of the 2010 Vancouver Games, and the Burton Team will be hitting the mountain in Toronto.

Lyall will be joined by Canada's top ski and snowboarders as they will compete in an invitation-only Pro-Am Ski and Snowboard challenge for a chance to win $6,000. Mountain Dew brand is also extending the challenge to the public as 40 people will be selected to compete in the qualifiers**. The top five participants will then move on to compete in their respective Pro-Am categories.

During the two-day event, there will be a live DJ spinning as the Burton Team takes to the slopes before loaning out gear and offering free public lessons to those who want their own shot at the mountain**. Lyall and his team will also be chatting with Canadians and signing autographs throughout both days. On March 2-3, Canadians can also:

  • Experience the slopes themselves with the "Ride and Learn" event between 12-3 pm each day.
  • Watch Canada's ski and snowboarding stars compete head-to-head from 5-10 pm on Friday, March 2.
  • Learn to ride the rails with our Rail Jam on Saturday, which is open to the public**.
  • Cheer on participants of the Mountain Dew Rail Jam from 3:30-5:00pm on Saturday, March 3.

"I'm really excited about celebrating Mountain Dew this weekend as I'm an avid Dew drinker," says Johnny Lyall. "I'm looking forward to hitting the mountain and hanging out with Torontonians at the Mountain Dew. Do Awesome, Do the Dew event."

The new Mountain Dew will feature a proprietary bottle, fully embossed with the Dew logo and both Mountain Dew and Diet Mountain Dew now contain caffeine while still having the same bold, great taste. The caffeine content is in line with the standards outlined by Health Canada.

For more information about the event, visit www.facebook.com/MountainDewCanada.

*While supplies last.  Mountain Dew and Diet Mountain Dew new recipes contain caffeine.  See package label for full nutrition information.

**You must be 13+ to try on or test gear, or get on the hill.  All participants must sign release forms. Participants under 18 must have their parent/guardian sign the releases as well.

About Mountain Dew Canada

With its one-of-a-kind citrus taste, Mountain Dew and Diet Mountain Dew exhilarates and quenches with every sip. For more information, check out www.facebook.com/MountainDewCanada or on twitter @DewCanada.

About PepsiCo Canada

PepsiCo's businesses in Canada are organized into two business units. PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods & Snacks business. PepsiCo Beverages Canada includes Pepsi, Gatorade and Tropicana business. For more information, please visit www.pepsico.ca.

About PepsiCo

In its global portfolio of food and beverage brands, PepsiCo has 22 different brands that generate more than $1 billion each in annual retail sales. Our main businesses also make hundreds of other enjoyable foods and beverages that are respected household names throughout the world. With net revenues of over $65 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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