How Far Earnhardt Will Go for Diet Mountain Dew

Diet Mountain Dew (Diet DEW) is bringing a humorous spin to the 2012 NASCAR season with a new ad that demonstrates how far NASCAR’s top driver Dale Earnhardt, Jr. will go for the great taste of Diet Mountain Dew, a PepsiCo brand.

Earlier, global beauty company Avon transformed champion driver Carl Edwards’ need for speed into an exhilarating scent for men. NASCAR driver Edwards served as the face of the Avon fragrance, Turn 4XT. (Read: Carl Edwards will Add Thrill to Turn 4XT Scent)

The :30 second spot, “Trade,” which was created by BBDO New York, will 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.

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The ad features a lucky shopper driving away with the ultimate prize after Earnhardt (pictured above) 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.

Fans who sign up at dewcrew.com beginning Thursday, Feb. 23, 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.

RMN News

Rakesh Raman