Pepsi tests more Dew .

Advertising Age,  December, 2000  by Chura, Hillary

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Pepsi-Cola Co. is extending its Mountain Dew juggernaut with a test of its first major line extensions in 12 years-cherry-colored Code Red and electric-blue Arctic.

With the colorfully named introductions, Pepsi is going after consumers increasingly leaving the carbonated soft-drink category for the booming alternative-beverage market.

Inspired by that growth, and faced with a sales dip for the country's leading flavor brand, Pepsi-Cola Co. could position the new varieties as an extreme option for teens. Code Red and Arctic mark Mountain Dew's first extension since 1988's Diet ...

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