Diet Mountain Dew Says Don't Be Fooled By Name

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Mountain Dew has launched a new campaign created by BBDO New York for its Diet Mountain Dew. The campaign, which breaks this weekend during NASCAR and in March issues of Sports Illustrated and FHM, consists of a television spot and four prints ads shot by Sasha Waldman which carry the headline, "Don't Be Fooled By A Name" and the tagline, "How Dew Does Diet." The television spot explores whether Diet Mountain Dew is as much of a thrill as regular Mountain Dew and the print ads, as the headline indicates, encourage people not to get hung up on the term "diet."

The print ads bring the message home clearly. The TV spot not so much. We had to watch it a few times before we realized the guy in the water with the shark was actually the guy drinking the Diet Dew. But that's just us. You can see all the print work here and the TV spot here.

Written by Steve Hall    Comments (27)     File: Campaigns, Commercials, Magazine, Television     Feb-24-06  
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Comments

Noooo.... they've completely gone and mucked up the taste. Tastes like bad Sunkist.

Posted by: France on February 28, 2006 11:04 AM

I've created an online petition to change back the formula of Diet Mountain Dew or introduce a companion "Classic" Diet Dew product. I'm crestfallen.

Posted by: Jeremy Gibbens on March 3, 2006 11:40 AM

Bad..bad taste. I thought I bought a stale 12 pack until I saw 'Tuned Up Taste' on the can. Why do companies change something that's already good to begin with?

Posted by: Chris on March 6, 2006 04:33 PM

I noticed this change about 2-3 weeks ago. It is terrible. In the bottle the taste is disctinctly different and not likeable. In the can the taste reminds me of the taste of water common to northern and central Florida where the sulfur taste makes it so bottled water is the only option. What were they thinking?

Posted by: David Douglas on March 9, 2006 09:22 AM

I noticed this change about 2-3 weeks ago. It is terrible. In the bottle the taste is disctinctly different and not likeable. In the can the taste reminds me of the taste of water common to northern and central Florida where the sulfur taste makes it so bottled water is the only option. What were they thinking?

Posted by: David Douglas on March 9, 2006 09:22 AM

I've been buying 2 12-packs of diet mountain dew weekly for the past 10 years. No longer. The new flavor is horrible! It tastes incredibly artificial! I used to recommend the drink to friends and family. Pepsico has ruined a fine product.

Posted by: Roccy on March 11, 2006 10:25 AM

I will never understand why companies feel the "change itch," where they take a steadily successful product and screw it up. It tastes like the off-brand crap my penny-pinching grandfather buys.

Posted by: Unhappy Diet Dew Drinker on March 11, 2006 10:58 AM

I can't stand the new taste of my favorite beverage, which I can't get anymore. I was at Target today and they were giving away free bottles of the new spew, and I told the lady it tasted like crap and she could keep her free poison. The guy behind me said "yeah, they ruined a good thing". These pepsico guys have ruined a great product, and fortunatly for us they DO have time to turn the tides, reverse the damage and respond to our complaints. The question is... will they?

Posted by: Doug on March 12, 2006 03:10 PM

I can't stand the new taste of my favorite beverage, which I can't get anymore. I was at Target today and they were giving away free bottles of the new spew, and I told the lady it tasted like crap and she could keep her free poison. The guy behind me said "yeah, they ruined a good thing". These pepsico guys have ruined a great product, and fortunatly for us they DO have time to turn the tides, reverse the damage and respond to our complaints. The question is... will they?

Posted by: Doug on March 12, 2006 03:11 PM

I have been drinking Diet Dew for at least 15 years. PepsiCo needs to change back to the old formula or they will lose a huge customer. Why change??

Posted by: Adam Steighner on March 13, 2006 09:56 AM

I've been drinking diet dew for the past 5 year and regular dew 10 years before that. I recently tasted the new "Tuned Up" diet dew and thought it didn't taste right because I had been sick. I was wrong. The next time I tried it I had to spit it out. I have since quit drinking diet dew and what diet dew I did have - I poured out (I wouldn't give my worst enemy that crap).

Posted by: Bob on March 13, 2006 02:17 PM

They totally ruined the taste. I have been drinking Diet Dew for 13 years. Usually about 6 or so a day and guess I am switching to something else unless they change back.

Posted by: Bryan on March 14, 2006 10:29 AM

They have totally messed up the taste of Diet Dew. You have an excelant product and all you are doin is screwing that up. No sence in improving on something That rocks to begin with. Too much in the mix just kills it.

Posted by: Jay on March 14, 2006 12:34 PM

I first unknowing drank the "tuned up taste" Diet Dew when I had a cold and thought the horrible peppery, chemical, metalic off taste was me. When I got better, I thought it was temperature abuse. When I finally noticed the "Tuned up Taste" statement of the label, I was horrified. I have been happily drinking diet mountain dew for as long as I can remember-could it be 20 years? has it been around that long? I went through a 2-liter bottle every other day. It was the best of all the diet soft drinks. During my next trip to the grocery, I bought out all the remaining old diet dews. Now that their gone from the retail shelves, I'm now buying Coca-Cola C2 and Diet Dr. Pepper. The new stuff is now the worst of the diet drinks-even worse than Tab. I will NEVER drink this "turded up taste" diet mountain dew again. Yuck!

Posted by: Michelle on March 18, 2006 03:10 PM

I have been drinking this soda for 10 years now and It's all I drink. The tuned up tast is the worst thing they could have done. It tast like they used dish water in the mix. I absolutly hate it!

Posted by: nichole on March 19, 2006 03:17 PM

I'm very disappointed in the change to the "Tuned Up Taste" it is not as refreshing as the original Diet Mt. Dew.. I vote to CHANGE IT BACK.

Posted by: charlie on March 22, 2006 12:40 PM

If you're unhappy with "Tuned Up Taste" Diet Mountain Dew, please visit http://NewDietDewIsYucky.com/. It contains an excellent action plan, including links to the FightForFlavor.com Diet Mountain Dew formula change petition, tips for calling and emailing PepsiCo, and the like. It also contains what I hope is entertaining writing on Diet Mountain Dew.

Thanks,
Bo Williams
NewDietDewIsYucky.com

Posted by: Bo Williams on March 25, 2006 01:58 PM

This might be switching sides.. but in the meantime there is a new Coca-Cola product called "Vault" which is definitely different but comparable until they REtune the Palmolive Diet Dew. More than likely another switch favoring a cheaper mixture. Eventually it will all be Splenda so expect another remix on the horizon..

Posted by: The Jesus on March 27, 2006 12:14 PM

This might be switching sides.. but in the meantime there is a new Coca-Cola product called "Vault" which is definitely different but comparable until they REtune the Palmolive Diet Dew. More than likely another switch favoring a cheaper mixture. Eventually it will all be Splenda so expect another remix on the horizon..

Posted by: The Jesus on March 27, 2006 12:15 PM

Check out some of the information about Aspartame and the poisons involved in the process of moving this chemical through your body. It's known to produce Formaldehyde in the muscle tissue (among other things). I don't dismiss the fibromyalgia & formaldehyde talk as conspiratorial mania. Much like Tobacco, aspartame/NutraSweet is still a critical controlling factor in a major industry. It's just old information waiting for permission to be "known." Before the lawyers can let the doctors out they need a new product to replace Aspartame, otherwise the diet industry crashes and burns. So bring in the new poison. Splenda is paving the way to removing Aspartame before the "NutraSweet is Poison" sh*tstorm hits the news.

When Saccharin causes instantaneous incurable leukemia and sugar makes you fat, nobody wants to stop drinking their Diet Coke just to avoid a little blood poisoning. So for the time we look the other way. People pretty much know now that aspartame is bad, they just haven't been TOLD so by the right celebrities. Now that Splenda is available as a functional alternative, all soda manufacturers are slowly progressing toward this new chemical which hasn't yet had 20 plus years of common knowledge research to point out the side effects. NutraSweet is gearing up for a public hanging. Chances are this is why aspartame has moved down the Diet MD chemical list, and I suspect "Flavored with Splenda" is on the way.

Posted by: Richie on March 27, 2006 12:46 PM

Notice, first they changed the logo. They had the moto "Same Dew, New View." No problem. All well and good.

Then they changed the taste. New Logo, "Tuned Up Taste." This strikes me as the genius behind a newly hired smooth talking VP, probably fresh from Coca-Cola where he sold the brass on "New Coke."

Now having lived in a citrus grove for half a century I recognised the new taste immediately: Rancid orange juice. I don't know how this got past QC, new taste oracles, consumer tests (if they did any) etc. But this stuff is undrinkable.

I also notice they closed down the Mt. Dew comment link. Why they would want feedback after rolling out a new taste seems to elude the marketing geniuses at Pepsi. I am sure the office of the CEO will not be as unconcerned.

I rushed out and bought up every 12 pack, 6 pack and 2L bottles I could find with the old logo. It will run out this week. I used to kill off a 12 pack a day. I will not drink this new crap if my life depended upon it. Thank god for "Coke Zero."

Rancid orange juice. Now there is a bright new taste idea.

Posted by: Facist Nation on April 25, 2006 04:52 PM

I think all of you are crazy. You must not drink regular Mountain Dew. I have always been a huge fan of regular but thought the diet verison was horrible. The new diet taste almost exactly like regular Dew. I think this was a great idea. The old stuff was just disgusting.

Posted by: Chris on July 6, 2006 07:54 PM

jui siumua dimmi se holsk etta bi suae

Posted by: Ukaji on October 25, 2006 06:29 PM

Well the sugar kills the inherent good-for-you ness ;) But it's really very, very good with maple syrup or honey :) WBR LeoP

Posted by: Medic on March 18, 2007 10:22 PM

I have been drinking regular Dew for many years. I got hooked when I was going through tech training school for the Air Force. I hate coffee, but needed enormous amounts of caffeine to stay awake through the eight hours a day droll they put you through. A few years later, the 3-6 cans of Mtn. Dew a day were catching up with my waist measurements so I thought I'd try diet dew; this was a few years back. I couldn't stand it. I have always hated diet drinks because they all taste like flavored aspartame, which is disgusting. I just recently (last few days) started drinking diet again, and can barely stand it now, but the reduction of aspartame (read poison) and the addition of at least some Splenda has made it barely tolerable. I can't wait until they get rid of the sweetnlow crap and start using Splenda exclusively

Posted by: Bryan on April 19, 2007 10:43 AM

I don't know what you guys are talking about. I thought the old Diet Mountain Dew taste was absolute horrid, the new Tuned Up Taste is GREAT, yeah you heard me right, it tastes awesome now.

Before it tasted like complete a**, it tasted NOTHING like the regular Dew and I have a couple of friends who agree with me on this. I drank regular Dew for years and I wanted to switch to Diet but it was so horrible I couldn't stand it. I seen this "Tuned Up Taste" and decided to try it and I like it.

Posted by: Lawlbawl on May 22, 2007 11:25 AM

please fill me in on the dwe club hooked on diet dewneed to put free bottles back on the cap

Posted by: john timmerman on September 19, 2007 05:17 PM

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