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Diet Mountain Dew® Makes Summer Chores More Fun

PURCHASE, N.Y. July 6, 2011

"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.

Fan Friday July 12th July 15th

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.

Fan Friday

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®.

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Andrea Kurtz
Ruder Finn

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