Surely, you have seen the Mountain Dew Vertical Challenge pull their
flashy Dew Tour fleet up to a ski area near you. A team of energetic Dew
disciples, plastered with Mountain Dew logos, set up huge inflatable soda
cans, tents, and coolers full of drinks. Throughout the day, The Crew amps
up the crowd with music, free soda, trivia games and a dual slalom race. The
race is free, prizes are awarded at day’s end, and the theme of the event is
“fun”. But there is more to this soft drink giveaway day than meets the eye.
“It’s not just a fun race or a day of prizes at each ski resort. We are all
about bringing wholesome fun to kids and their families,” said Frank Tansey,
of PepsiCo. Tansey has been promoting the Mountain Dew Vertical Challenge
for two decades. This season marks the 20th anniversary of The Dew Tour.
Okemo Mountain in Vermont is the kickoff resort
for the winter tour, as has become tradition for the 32 ski area schedule
which will end at Loon in March.
Tansey said his Crew is trained to bring much more than a fun family race to
each resort, “Our Dew Crew interacts with the kids during the event, talking
to them about how important it is to do the right thing, to listen to mom
and dad, even make their bed. Our Dew Crew shows kids that it’s cool to be
polite, to work hard in school and to always do your best, not just in the
race gates.”
Tansey explained that kids are encouraged to bring their report cards to the
Mountain Dew Vertical Challenge. If report cards show A’s, kids will be
rewarded with prizes. “The kids feel good about the conversations they have
with the Dew Crew, and of course the prizes they win,” said Tansey. “Parents
appreciate the reinforcement they get from our crew for all the things they
are constantly telling their kids about good grades, keeping their rooms
clean.”
Tansey’s impact on young kids and teen goes beyond the Mountain Dew races
each weekend, as PepsiCo works closely with the Make a Wish Foundation.
Tansey also makes a point of hiring kids that benefit from his mentoring.
“When I was young, I was headed on the wrong path, so if I can help kids now
by making them part of our team, and showing them the way to be productive
and positive, then I am so glad that I can do that.”
You should
do The Dew this year with your kids. The race is fun and free, and the
benefits go beyond free soda.
Maine | New Hampshire | Vermont | Rockies | Sun & Sea Travel
