Green Dew Turns “Ultraviolet”

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PURCHASE, N.Y. – August 5, 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.

About Mountain Dew

Mountain Dew is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages (PCNAB). PCNAB is a division of PepsiCo, which offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide.

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