Diet Mountain Dew Taps Into Sports Fans with NASCAR and ESPN


PepsiCo is promoting Diet Mountain Dew with a new campaign that (above) features ESPN sportscasters Dick Vitale, Erin Andrews, and “Mike and Mike” (Mike Golic and Mike Greenberg); and below, NASCAR driver Dale Earnhardt Jr., who is being sponsored by the brand for 16 races in 2012, a deal that kicked in over the weekend with the Daytona 500 race.[more]

According to PepsiCo’s press release, the :30 second spot, “Trade,” below, was created by BBDO New York, and marks Earnhardt’s start as the No. 88 Diet Mountain Dew/National Guard Chevrolet for the first race of the 2012 NASCAR season. The ad features a lucky shopper driving away with the ultimate prize after Earnhardt makes a surprising trade for an ice-cold Diet Mountain Dew because “Yeah, it tastes that good.”

Mountain Dew and AMP Energy have been partners on Earnhardt’s cars since he joined Hendrick Motorsports in 2008. Diet Mountain Dew assumes the primary sponsorship role for No. 88 with the start of the 2012 season and AMP Energy will remain as a major associate sponsor, retaining a significant presence with the team.

And the description for the “Dew Crew” spot below: “Join Dale Jr’s Dew Crew at Help make decisions, share with other members of Jr Nation, and earn points for the chance to win Diet Dew prizes and gear!”