2/24/2006

BBDO, New York, has created a new TV and print campaign for PepsiCo's Diet Mountain Dew, with the tagline, "How Dew does Diet." The pitch, which includes a TV spot during NASCAR programming and the diet brand's first print ads in Sports Illustrated and FHM, is built around the idea that the diet version is just as flavorful as the regular drink, but without the calories.

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