By Michael Angelo S. Murillo, Reporter
MOUNTAIN DEW’S recognized reputation as a brand championing passion and having fun was put front and center recently as it set up in the country the first-ever Dew Nation HQ Adrenaline Park.
For three days, from July 14-16, a portion of land at the Bonifacio Global City in Taguig City was transformed into the Dew Nation HQ that featured a number of activities that people could try for free.
The inspiration for the setting up of the Adrenaline Park, organizers said, was to highlight what the Mountain Dew brand was all about but going beyond mere articulating its philosophy and making it experiential instead.
“Everybody knows that the Mountain Dew brand is all about passion, having fun and community and we wanted to continue that. Actually we have been doing that throughout the years but what’s different now with this (Adrenaline Park) is that not only are we introducing the philosophy of passion but we also want people to experience it,” said Kay Paras, PepsiCo Flavors Category Manager, in an interview with BusinessWorld during the opening of the Dew Nation HQ Adrenaline Park last Friday.
“For this park we took inspiration in bringing in activities that we usually do outside the city and bringing it to the heart of the city here at BGC so it would be easier for people to take a break from work and go here and do whatever they want,” she added.
The Dew Nation HQ Adrenaline Park, set up at Block 57, 25th corner 9th Avenue in BGC, featured a dirt track where people could go for a round of racing on a 4×4 ATV.
There was also a section for gamers, a hub that had multiple virtual reality consoles where they could showcase their skills while also sharing tips to up their game.
Skateboarders and BMX riders had their spot as well in a mounted skills park where they got to do their thing as long they want to while getting tutorials, too, from the Dew Crew.
To further enhance the mood, top DJs in the country provided steady mixes of dope tracks that kept the adrenaline going of those who tried what the park had to offer.
“Mountain Dew has the highest loyal users among beverages. So we know what they want and we are bringing it back to them,” said Ms. Paras even as she said that it was also there way of showing their appreciation to consumers for making Mountain Dew “the number one flavors brand in the Philippines.”
For Mountain Dew brand ambassador and car racer/radio personality Joyce Pring, Dew Nation HQ Adrenaline Park was every bit representative of what that beverage brand stands for.
“Dew Nation HQ is just perfect for Mountain Dew as it has always advocated for passion, having fun and doing what you really want… It caters to a lifestyle that pushes the boundaries and the activities that we have here are truly representative of what the brand is all about,” she said in a separate interview.
While the run of the Dew Nation HQ Adrenaline Park was limited, Ms. Paras said they are not the discounting the possibility of setting up more of such in the future, seeing it is a good way of communicating to their brand consumers.
“We’ll see how this goes first but I’m sure people will love this. And we will continue to support events like this in the future and we will continue to push for people to live their passion and have fun,” she said.