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MOUNTAIN DEW'S 1993 AD CAMPAIGN DEBUTS WITH 14-MINUTE SINGLE-NIGHT ADVERTISING SCHEDULES

 SOMERS, N.Y., March 17 /PRNewswire/ -- Pepsi-Cola will kick off its 1993 ad campaign for Mountain Dew on Thursday night with an unprecedented 14-minute ad schedule. The buy features 28 30-second spots that will run on nine networks: CBS, NBC, Fox, ESPN, MTV, VH-1, BET, Univision and Telemundo.
 It is anticipated that the three new commercials for Mountain Dew and Diet Mountain Dew will reach 70 million people on Thursday, a significantly large audience in today's fragmented media environment.
 "Outside of mega-television events like the Super Bowl, its virtually impossible to reach this many people on a single night," said Jeff Campbell, senior vice president, brand development. "The new Dew commercials are so hot, we want to own the airwaves Thursday night to make sure everyone sees them."
 The new ads, targeting active "twentysomething" men, will be showcased throughout college basketball's championship tournament, which tips off Thursday on CBS, and culminates Monday, April 5. In addition to sponsoring the College Basketball Championships, Mountain Dew will aggressively advertise throughout the year on television programs popular with young, active males.
 Twentysomethings are a vibrant, adventure-seeking group that is 40 million strong and spends $125 billion each year. To appeal to this group, the Dew ads feature four thrill-seeking young men who routinely perform death-defying "don't-do-this-at-home" stunts like base jumping from a cliff and boogie-board waterfall diving at locales representing Mount Everest and the Amazon. The free-falling feats, filmed in Hawaii, California and Arizona, are actually performed by stunt professionals.
 "People in their twenties are restless," Campbell said. "Dew's image -- its bravado and connection to exotic adventure -- plays to their quest for newness and adventure. Unlike Coke's ads, if there were a polar bear in a Dew commercial, these guys would be wrestling it."
 Nationally, Mountain Dew's volume has doubled since 1984, making it the industry's sixth biggest brand, accounting for $2.2 billion in annual retail sales. In 1992, Dew's volume was up 15 percent -- growing more than seven times faster than the soft drink industry, according to Information Resources, Inc., which monitors supermarket retail sales.
 Three marketing barometers -- a 44 percent jump in 1993 ad spending, a caffeine free line extension, and new Hispanic and urban-targeted ads -- all indicate the brand's growing importance within Pepsi's portfolio.
 Caffeine Free Mountain Dew has rolled into strong Mountain Dew markets in 30 percent of the U.S. Concurrently, the 35-year-old brand is also airing its first Spanish-language commercials, targeting 24 million Hispanic Americans who drink a higher proportion of flavored soft drinks. An "urban" spot, replete with a cross-cultural cast grooving to a funky rap track, will also run in major cities to target African-Americans and to make the brand relevant to their lifestyles.
 Originally positioned as a rural drink, Mountain Dew has evolved into the upbeat, action-oriented, street smart and hip member of the Pepsi family. "Dew's originally slogan was `Ya Hoo Mountain Dew,'" Campbell noted. "With today's Spanish-language and urban commercials, we've truly come a long way."
 BBDO/New York created the Mountain Dew commercials. Pepsi-Cola, a division of PepsiCo, Inc. (NYSE: PEP), is based in Somers.
 -0- 3/17/93
 /CONTACT: Andrew Giangola, 914-767-7495, or Chris Romoser, 914-767-6411, both of Pepsi-Cola Company/
 (PEP)


CO: Pepsi-Cola Company; PepsiCo, Inc. ST: New York IN: FOD SU:

AH-SH -- NY016 -- 6953 03/17/93 10:15 EST
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Date:Mar 17, 1993
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