A Large Mountain Dew Has Never Sounded So Good

Mountain Dew cup with QR code, available at participating Taco Bell locations while supplies last, gives consumers an opportunity to download Free Music

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PepsiCo

Apr 18, 2011, 08:20 ET

PURCHASE, N.Y., April 18, 2011 /PRNewswire/ -- There is an exciting sound bringing consumers into Taco Bell this spring- free music from Mountain Dew.

Through June 26 or while supplies last, consumers visiting participating Taco Bell locations can purchase a large fountain cup that features a quick response (QR) code which, when scanned by the QR reader on their smartphones, allows them to download free music and videos from Mountain Dew Green Label Sound, the program dedicated to showcasing emerging recording artists. Ten different Green Label artists - one per week - will be featured during the course of the promotion.

"The Mountain Dew Free Music cup is a perfect example of the kind of creativity we deliver to our retail partners in the quest to drive added value to their business," said Margery Schelling, Chief Marketing Officer, PepsiCo Foodservice. "The use of QR technology that lets consumers instantly download that music definitely puts this promotion on the leading edge of innovation."

PepsiCo Foodservice designed the Mountain Dew Free Music cup exclusively for Taco Bell in conjunction with promotional agency TracyLocke. QR and mobile technology for the promotion was developed by GMR Marketing. It is estimated Taco Bell will serve over 60 million "Free Music" cups during the program. Music fans can also access the same list of free Green Label downloads by logging onto www.greenlabeldownload.com. No purchase is necessary. Standard data rates may apply.

"Green Label continues to be a fantastic platform for breaking new artists," said Hudson Sullivan, Brand Manager, Mountain Dew. "And this cup provides us with a great opportunity to drive fans toward new music."

Mountain Dew is proud to present Green Label Sound, a record label dedicated to shining a spotlight on emerging recording artists. Green Label releases singles that are free for download to music fans everywhere.

About Taco Bell

Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the Why Pay More!® Value Menu. It is also the exclusive home of Mountain Dew Baja Blast. Taco Bell serves more than 36.8 million consumers each week in approximately 6,000 restaurants in the U.S.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 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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