• August 5, 2009

PepsiCo's Mountain Dew brand says that for the first time it is introducing a flavored line extension available exclusively in a diet version and backing it with a raft of TV and radio ads via BBDO, N.Y.

The new Diet Mountain Dew UltraViolet, on store shelves for 12 weeks beginning Monday, mixes a mixed berry flavor into the traditional palette.

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. In addition to being the first to experience the new beverage, partygoers were also introduced to the product's marketing and development teams.--Karl Greenberg