Diet Mountain Dew will don a new colour from 10 August in the United States. 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 introducing a 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 Top10 carbonated soft drink brand in the first quarter of the year, according to Beverage Digest. Its sales volume was up seven per cent. Regular Dew didn't fare as well. Its volume was off 2.9 per cent. The rest of the category shrank 3.1 per cent.
PepsiCo says that the Dew portfolio remains a priority for it.
UltraViolet will be supported via TV and radio advertising developed by 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, on Monday in Brooklyn, N.Y., for Mountain Dew followers on Facebook and Twitter, as well as select fans.