Dew Drop-In

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 rollout marks the first time Purchase, N.Y.-based PepsiCo is launching a Diet Dew-only line extension. Diet Dew UltraViolet will be available in 20-ounce bottles and 12-ounce 12-pack cans. Line-priced with Diet Dew at $1.39 for the 20-ounce bottle and $3.99 for a 12-pack, the will be supported via TV and radio advertising, with the tagline “We’re on your wavelength. Try new Diet Mtn Dew UltraViolet, the new Diet Dew made for you.” For additional information, visit www.mountaindew.com.
—Kenneth Hein

- Nielsen Business Media