SOUTH DAKOTA Sioux Falls Bottler Louis Beal, aided by Mountain Dew fieldman Tony Becker, tickled the innards of the local populace for the first time during record-breaking -17° weather. Result, thanks to hard work and good advertising support (page 6) and, of course, Mountain Dew itself: sales for the first week were 45 percent of Pepsi's volume, 51 percent the second week.

"These sales were all plus business," reports Mr. Becker. "Pepsi sales weren't hurt in the least, and Mountain Dew's sales are still growing."