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RAY CHARLES & BO DIDDLEY SCORE 1992 GRAMMY AWARD "ENTRIES" FOR PEPSI- COLA; MOUNTAIN DEW, INTRODUCES "GET VERTICAL" & "DO DIET DEW" CAMPAIGN

RAY CHARLES & BO DIDDLEY SCORE 1992 GRAMMY AWARD "ENTRIES" FOR PEPSI- COLA; MOUNTAIN DEW, INTRODUCES "GET VERTICAL" & "DO DIET DEW" CAMPAIGN
 NEW YORK, Feb. 20 /PRNewswire/ -- Pepsi-Cola Company will officially launch its 1992 advertising campaigns for Mountain Dew and Diet Pepsi on this year's 1992 Grammy Awards television broadcast -- both featuring music performed by legendary American music artists.
 As title sponsor of the Feb. 25 music awards telecast, the company's fast-growing Mountain Dew brand will present three, 30-second commercials -- two featuring a musical score performed (off-camera) by legendary blues guitarist Bo Diddley. The action-packed commercials introduce the brand's new "Get Vertical" slogan, and feature daredevil stuntmen performing vertical feats in motocross and windsurfing vignettes.
 Volcano rollerskiing, airbiking and cliff kayaking are among the breath-taking professional stunts featured in a first-time-ever national advertising campaign for the brand's diet version, Diet Mountain Dew. This campaign also premieres its own slogan -- "Do Diet Dew" -- during the Grammy broadcast.
 "Following the introduction of brand Pepsi's new slogan, 'Gotta Have It,' on this year's Super Bowl, the Grammys are the ideal platform to break high-entertainment campaigns for our fastest-growing brands," said David Novak, Pepsi's executive vice president, marketing and national sales.
 The Mountain Dew media buy signals an aggressive move behind the citrus-flavored beverage, which patented 30 years ago, now ranks as the nation's 6th most popular soft drink.
 "Mountain Dew is the best-kept secret in the soft drink industry, and, since 1984, has doubled in volume without any previous network advertising," added Novak.
 Ray Charles Returns for Diet Pepsi. Uh-Huh!
 The Grammy broadcast also marks the beginning of new advertising for Diet Pepsi, reprising the widely-popular "You Got the Right One Baby, Uh-Huh!" campaign featuring Ray Charles. The commercial, titled "Mr. Charles Goes to Washington," kicks off an encore year of Diet Pepsi's "Uh-Huh" campaign, which captured TIME magazine's "Best Ad Campaign of 1991" honor.
 A sneak preview version of this year's "Mr. Charles Goes to Washington" was ranked America's sixth favorite 1992 Super Bowl commercial by USA TODAY's AdMeter.
 The spot's Grammy appearance will be followed by additional "Uh-Huh!" commercials, and one of the soft drink industry's most extensive marketing campaigns ever -- a National Uh-Huh! Month this April.
 Both the Diet Pepsi and Mountain Dew campaigns are produced by BBDO Worldwide/New York.
 Pepsi-Cola Company is headquartered in Somers, N.Y., and is a division of PepsiCo, Inc. Pepsi manufactures, markets and distributes Pepsi, Diet Pepsi, Caffeine Free Pepsi and Caffeine Free Diet Pepsi, Mountain Dew, Diet Mountain Dew, Lemon-Lime and Mandarin Orange Slice, Mug Root Beer and Mug Cream Soda.
 -0- 2/20/92
 /CONTACTS: Andrew Giangola, 914-767-7495, or Gary Gerdemann, 914-767-6672, both of Pepsi-Cola/ CO: Pepsi-Cola Company ST: New York IN: FOD ADV SU: SM -- NY017 -- 0822 02/20/92 10:00 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Feb 20, 1992
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