Diet Mountain Dew (Diet DEW) is bringing a humorous spin to the 2012 NASCAR season with a new ad that demonstrates how far Dale Earnhardt, Jr. will go for the great taste of Diet Mountain Dew.
The :30 second spot, ‘Trade,’ which was created by BBDO New York, hit the air waves this weekend as Earnhardt debuts the No. 88 Diet Mountain Dew/National Guard Chevrolet for the first race of the 2012 NASCAR season. The ad features a lucky shopper driving away with the ultimate prize after Earnhardt makes a surprising trade for an ice-cold Diet Mountain Dew because ‘Yeah, it tastes that good.’
Mountain Dew and AMP Energy have been partners on Earnhardt’s cars since he joined Hendrick Motorsports in 2008. Diet Mountain Dew assumes the primary sponsorship role for No. 88 with the start of the 2012 season and AMP Energy will remain as a major associate sponsor, retaining a significant presence with the team.
“Diet Mountain Dew is off to a strong start in 2012, with solid growth and the news that we’ve passed the billion dollar sales milestone,” said Emily Silver, senior marketing manager, Diet Mountain Dew. “And, with Dale Earnhardt, Jr. on-board to help us spread the word about the great taste of Diet Mountain Dew, we only expect things to accelerate from here.”
Mountain Dew and Diet Mountain Dew are known for engaging their loyal and passionate fan base. Now, to celebrate its new sponsor relationship, Diet Mountain Dew is joining Earnhardt in inviting fans to join the DEW Crew, an online community for Mountain Dew, Earnhardt and NASCAR fans.
Building on a legacy that began when Mountain Dew was the sponsor of NASCAR Hall of Famer Darrell Waltrip’s 1981 and ’82 championship seasons, Diet Mountain Dew is extending the DEW Crew from the pit to the fans at home. Fans who sign up at dewcrew.com will enjoy access to exclusive content and earn points for the chance to win exclusive prizes. Plus, DEW Crew members can help participate in decision making activities for the No.88 race team.