Diet Dew Launches First Line Extension

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Diet Dew Launches First Line Extension

By Kenneth Hein - 08/05/2009
PURCHASE, N.Y. -- Diet Mountain Dew will have its fans seeing purple beginning Aug. 10. The growing soft drink brand is adding the mixed berry-flavored Diet Mountain Dew UltraViolet to its portfolio for the next three months. The launch marks the first time PepsiCo is launching Diet Dew only line extension.

In a category that is struggling, Diet Dew is one of the few bright spots. It was the best-performing, top 10 carbonated soft drink brand in the first quarter of the year, per Beverage Digest. Its sales volume was up 7 percent. The rest of the category was off 3.1 percent. "Both Dew and Diet Dew continue to be powerhouses and workhorses for PepsiCo," said John Sicher, editor, Beverage Digest.

Diet Dew UltraViolet will be available in 20-ounce bottles and 12-ounce, 12-pack cans. It is line priced with Diet Dew at $1.39 for 20-ounce bottles and $3.99 for a 12-pack.

The product will be supported via TV and radio advertising developed created BBDO, New York. The tagline is: "We're on your wavelength. Try new Diet Mtn Dew UltraViolet, the new Diet Dew made for you." A "First taste" party was held Monday in Brooklyn, N.Y., for Mountain Dew followers of on Facebook and Twitter as well as select fans.

"Over the years, we've had fantastic success with limited time regular Mountain Dew flavored line extensions," said Marisol Tamaro, director of marketing, Mountain Dew, in a statement. "It felt like the right time to offer the same opportunity to Diet Dew fans."

-- Nielsen Business Media