Diet Mountain Dew® Makes Summer Chores More Fun

Outpacing industry growth, Diet Mountain Dew shows fans that "Diet Tastes Better on the Mountain™"

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Jul 06, 2011, 01:00 ET

PURCHASE, N.Y., July 6, 2011 /PRNewswire/ -- Diet Mountain Dew (Diet DEW) launches a new summer ad campaign targeted at consumers who crave the one-of-a-kind citrus taste of Mountain Dew® (DEW®), but want a low-calorie alternative. Featuring the tagline "Diet Tastes Better on the Mountain," the campaign kicks off with a television spot that stars two male Gen-Xers who race to mow their lawns in a battle for the last Diet Mountain Dew. The 30-second spot, called "Chores," starts airing nationwide this week.

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(Photo: http://photos.prnewswire.com/prnh/20110706/NY30901-b )

(Photo: http://photos.prnewswire.com/prnh/20110706/NY30901-c )

"We wanted to use creative that could wink at DEW's legacy of pushing limits, while showing that we understand the current lifestyles of the people who grew up with us," said Brett O'Brien, vice president marketing, Mountain Dew. "We know that more consumers are turning to diet soft drinks and we want them to know that with Diet DEW they can choose diet without sacrificing taste. Plus, a lawnmower race seemed like a fun way to show that even though it's diet, we're still DEW."

Mountain Dew appreciates its loyal and passionate fan base and Diet DEW is no different. Through "Fan Fridays," Diet DEW devotees engage with the brand to compete on a weekly basis by uploading their best pictures to the Diet DEW Facebook page for the chance to be selected as the Diet DEW profile picture for the weekend.

In conjunction with "Chores," Diet DEW is hosting "Fan Friday: Special Edition," asking fans to submit a photo of themselves doing their best "victory pose." Submissions will be accepted until July 12th and will be put into an album for fans to vote by "liking" their favorite pictures. Winners will be revealed on July 15th and stand to win cool prizes, including the two mowers featured in the ads.

Earlier this year, Diet DEW launched FanDEWmonium, which engaged fans by sampling eight new Diet DEW flavors in a bracket-style showdown, to select the next permanent flavor of Diet DEW. The effort contributed to the 5.8% volume growth Diet DEW has seen YTD, outpacing the overall carbonated soft drink category, which remains flat. Fans will see Diet Mtn Dew SuperNova®, the winner of the competition, return to store shelves early next year.

To watch "Chores" or for information about Diet Mountain Dew and "Fan Friday: Special Edition," please visit Diet DEW's official Facebook page: http://www.facebook.com/DietDew.

About Diet Mountain Dew

Diet Mountain Dew shows fans that "Diet Tastes Better on the Mountain™," offering consumers DEW's one-of-a-kind citrus taste without the calories. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew Livewire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®.

For more information, check out www.mountaindew.com or www.facebook.com/DietDew or on twitter @mtn_dew.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates 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.

CONTACT:
Andrea Kurtz
Ruder Finn, Inc.
(212) 583-2725
[email protected]

Andrea Foote
PepsiCo Beverages Americas
(914) 253-2628
[email protected]

SOURCE PepsiCo