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PURCHASE, N.Y. -- Diet Mountain Dew launched a new summer advertising campaign targeted at consumers who crave the one-of-a-kind citrus taste of Mountain Dew, but want a low-calorie alternative.
Featuring the tagline "Diet Tastes Better on the Mountain," the campaign kicked off with a television spot that stars two male Gen-Xers racing to mow their lawns in a battle for the last Diet Mountain Dew. The 30-second spot, called "Chores," began airing nationwide earlier this month.
"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."
In conjunction with "Chores," the brand hosted "Fan Friday: Special Edition," which asked fans to submit a photo of themselves doing their best "victory pose." Submissions were accepted until July 12 and put into an album for fans to vote by "liking" their favorite pictures. Winners were revealed on July 15 and won prizes including the two mowers featured in the ads.
Each week, Diet DEW continues to host "Fan Fridays," allowing devotees to engage with the brand and compete 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.
To watch the "Chores" TV spot or for information about "Fan Fridays," visit Diet DEW's official Facebook page.
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.