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June 21, 2007

Junior Will Do the Dew
By Dennis Michelsen
There is no doubt that Dale Earnhardt Junior is the biggest name in NASCAR. Any doubts some fans might have had were removed recently. Every move that Junior makes is being recorded as if he is the second coming! Now that the decision on where he will drive is solved, now the focus goes to what sponsor will be on the car and the rumor mill has gone wild on that subject. Forget Budweiser on his car next season. As great a sponsor as Bud has been it is time to open up the Junior market to the kids. Imagine how many hats, shirts, and die cast cars will be sold when Junior does the Dew!

DW the Tease
Last weekend on Wind Tunnel Darrell Waltrip sure was a tease! He dropped the bomb that Budweiser would not be back and that the car would not be red next season. Then the rumors started flying that Pepsi was involved in talks with Hendrick Motorsports on increasing their sponsorship. Let's see add DW to PEPSI and what do you get? Yes indeed folks there is no doubt that Junior is doing the Dew!

Crossover Appeal
Pepsi's Mountain Dew brand has great exposure in the world of extreme sports. If any NASCAR driver would have crossover appeal into this fan market it would be Junior. The guy is a straight talker that doesn't sing from the usual NASCAR Hymnal, he speaks his mind. His fans have a devotion to him unlike any other NASCAR driver so if Junior is spotted at the X-Games "Doing the Dew" you know his legion of fans will follow! This is just one more reason that Junior will do the Dew next season.

Millions of Free Billboards
Kids love Junior but parents have resisted buying Junior stuff because of the beer sponsorship. Imagine how many shirts, hats, etc will be sold the first six months after the announcement of Junior doing the Dew next season. This will give the Mountain Dew brand millions of human billboards on the street each and every day! That is the kind of free advertising companies dream about. Never has a sponsorship made more sense than Junior doing the Dew!

Pepsi can use specialty events to promote each and every one of their brands and flavors. But putting the Mountain Dew brand out there front and center with a long-term sponsorship deal with Dale Earnhardt Junior will be the most logical business move ever! Millions of Junior fans will become loyal Mountain Dew drinkers. Their Amp energy drink and other Pepsi products can get involved in the Junior hysteria too. You can put this one on the board folks, Junior will be "Doing the Dew" next season!

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