The tie-up includes in-store promotional material

The tie-up includes in-store promotional material

PepsiCo has launched a global marketing campaign for Mountain Dew in the US, using the brand's tie-up with upcoming superhero movie X-Men: Days of Future Past.

The promotion includes a global television commercial, a prize giveaway, commemorative packaging and exclusive content for Mountain Dew's digital and social media platforms, PepsiCo said today (17 March). The movie, part of the X-Men franchise and starring Hugh Jackman, Michael Fassbender and Jennifer Lawrence, opens worldwide from 20 May.

Kurt Frenier, VP, PepsiCo's global brand development, beverages, said: “We're excited to bring our fans and customers around the world an immersive program of engaging content, money-can't-buy experiences and exclusive promotions, all designed to bring them closer to what is expected to be this summer's biggest blockbuster.”

In 2012, Mountain Dew linked up with Batman movie The Dark Knight Rises, which went on to become the ninth-biggest grossing movie of all time at the global box office.