While I strongly prefer the new Dew and expect it to preform well in the marketplace, I'm really not too impressed with 17% gains. That is not a bad number by any means but seems consistant for any product that is getting a huge boost in promotion and strong discounts. I think in a few months things will be clearer.

A 17% gain on a CSD is outstanding given the current declines in the category. Especially since that gain has been since the release of the "Tuned up Taste" which took place at the end of February. So that's to say from March through end of May (3 months) - sales on this ONE brand are up double digits - almost 20%. That's not too shabby in my opinion.

I don't care what you non-Diet Mountain Dew drinkers think. For those of us who have been loyal to DMD since its inception, pepsico did a very underhanded thing in changing the formula without input from its consumers. It taste like crap and they lost major dollars from me but gained about $500.00 a year in bad advertising. No one was complaining about DMD's taste (except the wienies that can't drink diet drinks) Since it is the only thing I drink, I now have to find somewhere else to spend my money - and will still be dissatisfied. The one and only habit I had is now shot to hell. Thanks a lot Pepsico!

Originally posted by cobbga:
I don't care what you non-Diet Mountain Dew drinkers think. For those of us who have been loyal to DMD since its inception, pepsico did a very underhanded thing in changing the formula without input from its consumers. It taste like crap and they lost major dollars from me but gained about $500.00 a year in bad advertising. No one was complaining about DMD's taste (except the wienies that can't drink diet drinks) Since it is the only thing I drink, I now have to find somewhere else to spend my money - and will still be dissatisfied. The one and only habit I had is now shot to hell. Thanks a lot Pepsico!

Hmm I don't even know where to start with this- I realized you are pissed but this is one of the most inept posts I have seen in awhile.

Firstly they did consult consumer- it was tested, and retested, and then prolly 20 times more. They dont just make these kinda changes on a whim. Sure sometimes testing isnt enough- but I'm sorry to say that the growth shown pretty much proves that they made the right choice. They may have lost a few die hards but they have more than made up for you with new Dew drinkers- a bummer true but good biz sence.

As for the "wenies" who cant handle diets- well I'm not sure about that- usually I hear it the other way around (Diet is way more female oriented)

So in conclusion- I feel your pain, but Pepsi made a carefully planned and thought out choice- DD was simply not competitive anymore.

Agreed.
Cobbga - if you read through this thread (or the other Diet Dew hate thread), you'll see where another dissatisfied customer called PepsiCo's service line and recapped the conversation. Pepsi DID test, retest, consult consumers, etc. To think otherwise is just ridiculous...And Surge is right...the "tuned up taste" version of Diet Dew has been growing phenomenally since the reformulation. Although Pepsi upset some consumers with the change, they are selling more Diet Dew as a result!

A couple of points:
1. The formula change has been supported by a fairly heavy ad campaign, and that big giveaway. I don't remember ANY advertising of DMD before the change. This could have something to do with the reported increase in sales at convenience stores, though I would still like to know the source of the data. I think total sales from all sources for the rest of the year will be a better read, once the novelty wears off.

2. Some of the earlier posts mention that the old DMD wasn't selling well. I don't think that's the case - the annual top 10 lists published by Beverage Digest show that old DMD sales were increasing over the last 2 or three years, to the point that in 2005 it tied for 10th spot in the list.

To me, the reason for the formula change is more likely that regular Dew sales (like most non-diet brands) have been flattening out, and Pepsico wanted to have a diet alternative for current regular Dew drinkers to go to as part of the shift towards diet drinks.

I am totally addicted to REGULAR Mountain Dew. I drink three or four a day. That's 680 useless calories a day. I did try Diet Mountain Dew before the tweak, and it was completely and utterly disgusting, and completely and utterly unlike regular Mountain Dew. Talk about a bad aftertaste ... and beforetaste, and duringtaste. I know it's upsetting to have a drink you love changed on you, but hey, you people: If this new formulation can get more people like me, overweight LARGELY because of these 680 extra stupid calories a day, drinking it -- isn't that a good thing?

The guy who I first worked with at my job was sent to the hospital because he is a diabetic, and he drank way too many Mt. Dews in a day, and will not touch the Diet one.

I tried the new diet, and it was really close to the regular one.