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MOUNTAIN DEW/DIET DEW DEBUT ON GRAMMYS; MOUNTAIN DEW ASSERTS BIG BRAND STATUS; 6TH LARGEST BRAND DOUBLES '92 AD SPENDING

MOUNTAIN DEW/DIET DEW DEBUT ON GRAMMYS; MOUNTAIN DEW ASSERTS BIG BRAND
 STATUS; 6TH LARGEST BRAND DOUBLES '92 AD SPENDING
 SOMERS, N.Y., Feb. 18 /PRNewswire/ -- Pepsi-Cola today announced the premiere of new creative for its fastest-growing brand Mountain Dew and first-time-ever network support for Diet Mountain Dew.
 Debuting on the 1992 Grammy Awards on February 25, the two high- adventure campaigns signal an aggressive push behind the citrus-flavored beverage patented nearly 30 years ago. Mountain Dew is the title sponsor of the 1992 Grammy Awards, which will air at 8 p.m. on CBS.
 According to Maxwell's 1991 Soft Drink Report, Mountain Dew sold 331 million cases in 1991, making it the soft drink industry's sixth largest brand, putting it above Sprite and 7UP.
 "Mountain Dew is the best-kept secret in the soft drink business," said David Novak, Pepsi's Executive Vice President, Marketing and National Sales. "Since 1984, Mountain Dew has doubled in volume with no network advertising. This year, we're turning up the heat with two action-packed campaigns: Dew's Get Vertical and Diet Dew's Do Diet Dew. These two campaigns are guaranteed to catapult Mountain Dew to the big brand status it deserves."
 The Dew spot, sporting the tag "Get Vertical," features music performed by rhythm and blues musician Bo Diddley and daredevil stuntmen performing vertical feats in motocross and windsurfing. The Diet Dew campaign, tagged "Do Diet Dew," spotlights high-adventure sports including airbiking, cliff kayaking, road luge and more. BBDO Worldwide/New York produced both campaigns.
 In addition, Diet Dew is placing a full-page advertisement, When You Do The Grammys, Do Diet Dew, in USA Today on Feb. 25. The ad features select Grammy categories from "Best Pop Vocal" to "Record of the Year" for viewers to record Grammy winners while watching the music event.
 Mountain Dew originated as a lemon-lime drink made by the Hartman Beverage Company in Knoxville, Tenn., in the late 1940s.
 In 1958, the Tip Corporation purchased Mountain Dew and modified the drink by lowering the carbonation and adding orange flavor to the base syrup resulting in a regional success.
 Pepsi-Cola acquired Mountain Dew in 1964. In two short years, Mountain Dew's distribution increased from 75 percent to 92 percent of the U.S., while case sales surged from 9.4 million to 39.3 million. In 1988, Pepsi-Cola launched Diet Mountain Dew nationally with sky-rocket results.
 Since 1982, Dew sales have increased 85 percent. In turn, Diet Dew has grown 50 percent in only four years with case sales totalling more than 45 million in 1991 (see note).
 With double-digit volume gains, Mountain Dew will also double its advertising spending in 1992. This move will build upon the brand's highly successful trademark. Also, Mountain Dew becomes one of Pepsi's "Core Four." The brand will now share the spotlight in display space with Pepsi's other soft drink stars: Pepsi, Diet Pepsi, and Caffeine Free Diet Pepsi.
 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, Caffeine Free Diet Pepsi, Mountain Dew, Diet Mountain Dew, Mandarin Orange and Lemon-Lime Slice, Mug Root Beer and Mug Cream Soda.
 -0- 2/18/92
 /Note -- Source: Maxwell's Soft Drink Industry Report/
 /CONTACT: Lynn Markley of Pepsi, 914-767-6411/
 (PEP) CO: Pepsi-Cola Company ST: New York IN: FOD SU:


KD -- NY051 -- 9887 02/18/92 11:27 EST
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Date:Feb 18, 1992
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