Sports fans go ‘up the wall’ with Mountain Dew!

Participants and winners of the ‘Do The Dew with Mountain Dew Wall-Climbing Charity Challenge'.

The winning team with Permanis Sdn Bhd Vice President of Marketing Hemalatha Ragavan (third from left).

Mountain Dew literally drove extreme sports fans up the wall when the brand organised an adrenaline-pumping day out at the Shah Alam Extreme Park that included wall-climbing contests, a show of heart-stopping skateboarding skills and a big-bang charity donation.

The ‘Do The Dew with Mountain Dew Wall-Climbing Charity Challenge’ saw the participation of radio personalities from AMP as well as over hundreds of eager, raring-to-go participants who packed the Park to mingle with the DJs, take part in a variety of free, fun-filled activities and enjoy generous helpings of complementary Mountain Dew.

The highlight of the day had the DJs from Hitz.Fm. ERA.Fm, THR Raaga and MY.Fm and their fans forming four teams to race one another in a frantic wall-climbing contest for charity that finally saw team MY.Fm going up faster than the rest with a combined time of 1min 22.62 sec. Team captain Jason later pledged to donate the RM5,000 first prize to his charity of choice, the Malaysian Red Crescent Humanitarian Aid to Flood Victims in Kedah and Perlis.

"Up I go"...a participant goes up the wall.

The two fastest wall-climbers from each of the four DJ teams also squared off in the Mountain Dew Wall Climb Speed Challenge, which ran simultaneously with the charity event. By the end of the event, Hafzanizam Bakhori had clocked 0.13.34 on the 15-metre wall to claim the Men’s Open category and RM1,000, Salfarina Mohd Darus scampered up the wall in 0.13.16 to win the Women’s Open and RM1,000 and Mohammad Jazmi Azman bagged the Novice category in 0.16.5 to win RM600.
“I could have gone up faster, but unfortunately, it was getting dark and that made it a bit more difficult,” said Hafzanizam, a silver medalist at the 2004 and 2005 Asian X Games. “But it was a great end to a great day,” added the 27-year-old, who’s won over 20 wall-climbing competitions.

The day ended with the Mountain Dew Skate Challenge competition, which saw skateboarders twisting, turning and burning up the ramp in a bid to “Do The Dew” in the Junior and Expert categories. Faizal Shahrom took the Junior Category and RM300 with some fancy moves that had the judges giving him the thumbs-up while Idzham Rahman outperformed his Expert peers to also win RM300.

Extreme sports fans take in the action.

“Mountain Dew is all about youth, energy and being hip and happening,” said Permanis Sdn Bhd Vice President of Marketing Hemalatha Ragavan. ”The brand fits in nicely with the image today’s youngsters want to portray, and we’re supporting and promoting extreme sports because this is one of the healthy avenues in which they can express themselves.”

She also said that the charity event was meant to create awareness among youth about giving back to society in any way they could, and that every little bit counts when it comes to lending a helping hand.

“We want to share with young Malaysians that caring for those who are less fortunate is a major part of who we are,” Hemalatha said. ”We want to send across the message that you can be cool and hip, but that you’ll be cooler and hipper when you give back to the community.”

A participant of the Mountain Dew Skate Challenge dazzles the judges with his skateboarding skills.

Having positioned itself globally with its catchy tagline of “Do The Dew”, Mountain Dew is a product of PepsiCo and was introduced in 1964 in the United States. The brand is one of the leading carbonated beverages in the US, and has been so for several years.

Mountain Dew was recently introduced in Malaysia by Permanis Sdn Bhd, the official bottling partner for PepsiCo, in a differentiated 500ml bottle that sets it apart from its competitors. The citrus-flavoured carbonated drink’s core base is active youngsters aged between 15 and 19.

Mountain Dew is available in packs of 325ml, 500ml and 1.5L.