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PepsiCo Aims to Bring Urban Cool to Mountain Dew Image: Retail

Urban cool and Mountain Dew are two phrases that don’t usually go together. PepsiCo Inc. is trying to change that.

The snack and beverage giant built the country’s best-selling non-cola soft drink on the strength of its popularity in the largely white suburbs of the Plains states and the Southeast. Now it’s working to broaden the sugary, caffeine-laced drink’s appeal to a wider, more diverse, array of young soda consumers. In a marketing push featuring hip-hop singer Lil Wayne and street skateboarder Paul Rodriguez, PepsiCo is hoping Mountain Dew will catch on in urban centers such as New York, Miami, Los Angeles and New Orleans, matching the dominance the brand enjoys in markets like Nebraska and Kentucky.