The Mountain Dew brand needed to generate retail excitement to support the launch of Mountain Dew Live Wire in the influential Southern California marketplace.  We worked closely with Ralphs, the Kroger house in SoCal, and Mini Cooper to develop a joint co-marketing event which generated significant awareness for these hot new brands in the soft drinks and automotive industries.  Ralphs shoppers were rewarded for using their club cards with special pricing and automatic sweepstakes entry.   Results:  Ralphs supported this promotion with feature ads reaching over 5 million Southern California consumers, which reinvigorated the Mountain Dew brand in Southern California and created early momentum for the new product rollout.