US: PepsiCo poised for NASCAR season with Diet Mountain Dew ad
PepsiCo is set to launch a NASCAR-themed television advert in the US for its Diet Mountain Dew brand.
The company said yesterday (23 February) that the ad, featuring NASCAR driver Dale Earnhardt Jr, will run this weekend, to coincide with Earnhardt's debut of the No. 88 Diet Mountain Dew/National Guard Chevrolet for the first race of the 2012 NASCAR season. The 30-second spot, entitled 'Trade', was created by BBDO New York.
As the new season approaches, the company has also set up 'the DEW Crew', an online community for Mountain Dew, Earnhardt and NASCAR fans. Consumers who sign up at dewcrew.com will get access to exclusive content and earn points for the chance to win prizes. Details of what prizes will be on offer were not immediately available.
Click play, below, to view the Diet Mountain Dew ad.
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