Yeah, I, uh, really don’t have a good explanation for this:
For the benefit of anyone who hasn’t risen and fallen on my every word for the past two and a half years: in March 2006, a reformulated Diet Mountain Dew hit store shelves, and I declared war on PepsiCo with NewDietDewIsYucky.com. The old Diet Mountain Dew had been my constant companion—to the tune of an estimated 5,400 gallons consumed and $20,000 spent—and I was really upset about losing it. It was my own personal new Coke fiasco.
So it was for Jeremy as well, who maintained fightforflavor.com and a petition that eventually received over 2,000 signatures. Our fight for old Diet Dew is how we became buds, actually. Each of us had regular contact with several PepsiCo employees during the fight. There were radio show appearances, newspaper articles, and even Wall Street Journal interviews.
Alas, we were pissing into a hurricane. The editor of Beverage Digest shared some early sales data with me that strongly indicated PepsiCo had done the right thing in reformulating the drink. So we put down our arms, resigned to our fates.
So I was turning the crank pretty hard at work on Wednesday and wishing I had a real Diet Mountain Dew, and decided to get a new one as the closest available alternative. It went down well. So did the next one. So did the next eight or nine after that, on through the end of today. What does it mean?
Well, I’m not sure. I retain serious doubts about new Diet Dew’s long-term drinkability, which was the old formula’s killer feature, so don’t count me back in baby’s arms just yet.
She’s definitely spent the night, though, and I even bought breakfast.
Jeremy, I feel disloyal. I apologize.