July 6, 2011
Diet Mountain DewÂ® Makes Summer Chores More Fun
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 DewÃ® (DEWÃ®), 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.
"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 SuperNovaÃ®, 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(TM)," offering consumers DEW's one-of-a-kind citrus taste without the calories. In addition to original Mountain DewÃ® and Diet Mountain DewÃ®, the permanent DEW product line includes Mountain Dew Code RedÃ®, Mountain Dew LivewireÃ®, Mountain Dew ThrowbackÃ®, Mountain Dew VoltageÃ® and Mountain Dew White OutÃ®.
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Ruder Finn, Inc.
PepsiCo Beverages Americas