Green Dew Turns "Ultraviolet"

Prior to its August launch, Diet Mountain Dew UltraViolet received high scores in consumer testing, ranking as one of the best tasting diet carbonated soft drinks ever for Pepsi-Cola North America Beverages.

6 Aug 2009 For the first time in the brand's history, Mountain Dew is introducing a flavored line extension available exclusively in a diet version. Diet Mountain Dew UltraViolet, on store shelves for a limited time beginning next week, combines the light citrus flavor of Diet Mountain Dew with a refreshing juicy rush of mixed berries without the calories.

"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. "It felt like the right time to offer the same opportunity to Diet Dew fans. Even though we developed this unique flavor combination with them in mind, we think anyone who enjoys Mountain Dew will think UltraViolet is the perfect summer treat."

Prior to its August launch, Diet Mountain Dew UltraViolet received high scores in consumer testing, ranking as one of the best tasting diet carbonated soft drinks ever for Pepsi-Cola North America Beverages.

In celebration of the launch, a Diet Mountain Dew UltraViolet "First Taste" party was held for select fans and followers of Mountain Dew on Facebook and Twitter in Brooklyn, N.Y. on Monday, August 3. In addition to being the first to experience the new beverage, partygoers were also introduced to the product's marketing and development teams.

Diet Mountain Dew UltraViolet will be available nationwide for 12 weeks beginning August 10. The product will be supported with a full slate of TV and radio advertising developed by BBDO NY.