Diet Mountain Dew, AMP Energy Join FLW Outdoors

MINNEAPOLIS, Feb. 8, 2011 /PRNewswire/ -- PepsiCo, which offers the world's largest collection of billion-dollar food and beverage brands, is enhancing FLW Outdoors' sponsor portfolio in 2011 with two key brands: Diet Mountain Dew and AMP Energy. Both brands will be highlighted nationally across the promotional platforms supported by the world's largest tournament-fishing organization.

Trisha Blake, president, FLW Outdoors Marketing Division, said, "Diet Mountain Dew and AMP Energy are a perfect fit for our sport. We look forward to further developing their brand awareness through the outdoor enthusiasts we reach every day."

Diet Mountain Dew and AMP Energy will be exposed to millions of fishing enthusiasts via major events held in conjunction with the Walmart FLW Tour and in Walmart parking lots throughout the country. The brands will be featured in displays at FLW Outdoors tournaments and weigh-ins, as well as benefit from retailtainment, a concept popularized by Walmart that brings fun to the forefront of shopping. This enhanced exposure will lead to a stronger affinity within the outdoor market.

Diet Mountain Dew and AMP Energy will also be featured in a variety of media formats through FLW Outdoors. The two brands will have the opportunity to provide promotional offers to fans and promote their professional anglers at the FLW Outdoors Expo, held in conjunction with the Walmart FLW Tour, and the College Fishing Festivals, held in conjunction with National Guard FLW College Fishing.

"FLW Outdoors features world-class anglers competing on some of the biggest and best lakes in the country," said Russ Fliegler, manager, Shopper Marketing. "This is a natural partnership for Diet Mountain Dew and AMP Energy, two brands that anglers love and use to get up and go for early-morning blast-offs and to stay alert during long days on the water."

A significant piece of the Diet Mountain Dew and AMP Energy partnership with FLW Outdoors will be a two-person professional fishing team that will compete on the 2011 Walmart FLW Tour. Each competitor will operate a wrapped Ranger boat, and a dual-wrapped boat featuring Diet Mountain Dew and AMP Energy will be displayed around tournament stages on Tour and be towed all over the country by a matching Chevy vehicle.

Stetson Blaylock, the youngest angler ever to win an FLW Tour event, will represent AMP Energy. Blaylock, who won on Lake Norman at 21 years of age in only his third event as a professional, has earned nearly $500,000 in his brief career. Blaylock also took home the Tour's Rookie of the Year title in 2009.

Finishing in the top 20 in the FLW Tour Angler of the Year standings the past two seasons, Jason Christie will showcase Diet Mountain Dew. Christie has fished the FLW Tour for three seasons and has 29 top-10 finishes in his career. He qualified for the Forrest Wood Cup the past two seasons, but registered a top-10 finish in 2010 when he came in eighth.

ABOUT FLW OUTDOORS

FLW Outdoors is the largest fishing tournament organization in the world offering anglers worldwide the opportunity to compete for millions over the course of 191 tournaments in 2011. FLW Outdoors has taken fishing mainstream with the world's richest fantasy sports game, FLW Fantasy Fishing presented by Straight Talk, where competitors can play for free as well as sign up for Player's Advantage to gain an edge. For more information about FLW Outdoors and FLW Fantasy Fishing, visit FLWOutdoors.com or FantasyFishing.com.

ABOUT PEPSICO

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

FLWOutdoors.com

Visit the FLW Outdoors Media Center at FLWOutdoors.com/mc for additional information or contact:

Jeff McCoy, Director of Public Relations & Communications, (612) 337-1945 (w), (612) 360-1375 (m) or [email protected]

Chad Gay, Public Relations Manager, (270) 703-3346 or [email protected]

Julie Huber, Communications Specialist, (612) 337-1810 (w), (612) 812-9512 (m) or [email protected]

SOURCE FLW Outdoors