PepsiCo‘s Diet Mountain Dew launches a new summer ad campaign targeted at U.S. consumers who want a low-calorie alternative of their favorite beverage. Featuring a strap line ‘Diet Tastes Better on the Mountain,’ the campaign kicks off with a hilarious TV ad that stars two male Gen-Xers who race to mow their lawns in a battle for the last Diet Mountain Dew. The 30-second spot, called ‘Chores,’ starts airing nationwide this week.

«We wanted to use creative that could wink at Dew’s legacy of pushing limits, while showing that we understand the current lifestyles of the people who grew up with us,» said Brett O’Brien, vice president marketing, Mountain Dew. «We know that more consumers are turning to diet soft drinks and we want them to know that with Diet Dew they can choose diet without sacrificing taste. Plus, a lawnmower race seemed like a fun way to show that even though it’s diet, we’re still Dew.»

‘Fan Fridays,’ is the way Diet Dew keeps in touch with its fans. The devotees are encouraged to engage with the brand to compete on a weekly basis by uploading their best pictures to the Diet Dew Facebook page. Their motivation is to be selected as the Diet DEW profile picture for the weekend.

Until July 12 users can also submit a photo of themselves in their best ‘victory pose’ participating in ‘Fan Friday: Special Edition.’ Submissions will be put into an album for fans to vote by ‘liking’ their favorite pictures. Winners will be revealed on July 15 and stand to win prizes, including the two mowers featured in the ads.

Earlier this year, Diet Dew launched FanDEWmonium, which engaged fans by sampling eight new Diet Dew flavors in a bracket-style showdown, to select the next permanent flavor of Diet Dew. The effort contributed to the 5.8% volume growth Diet Dew. The winner of the competition, Diet Dew SuperNova, returns to store shelves early next year.

In June Mountain Dew also relaunched its three flavours.