US: PepsiCo's Mountain Dew rolls out World of Warcraft promo

PepsiCo is to launch two limited edition line extensions to its Mountain Dew range, in association with Blizzard Entertainment's World of Warcraft multiplayer game.

Mtn Dew Game Fuel is available in two varieties: citrus-cherry-flavoured Horde Red and wild fruit-flavoured Alliance Blue. The packaging for each product features images of the characters that symbolise each flavour, the company said on Monday (8 June).

"We are thrilled to be collaborating with Blizzard Entertainment to harness the power of one of the most popular and recognisable game franchises," said Frank Cooper, chief marketing officer of sparkling beverages, Pepsi-Cola North America Beverages. "We're giving players a new way to experience World of Warcraft and a new way to experience Dew. Both of us, and more importantly, the consumers, will benefit from the partnership."

As part of the launch, Mtn Dew is offering players an "in-game pet", known as a "battle-bot," available through the promotional website www.warcraft.com/Dew.

The site also offers an extended 14-day free downloadable trial of the game. Throughout the summer, visitors will have the opportunity to win gaming related prizes.

Mtn Dew Game Fuel will be available in 20oz single serve bottles and 12-packs of 12-ounce cans from June through the summer.

Advertising will support the product's launch with TV and radio spots.