The ad, unveiled on social media channels this week, is called ‘Gamerobics’ and features leg warmers and leotards as well as celebrity gamer Dr Disrespect. The video has been launched to remind gamers that they “need to take a beat and stay in shape”, PepsiCo said.

In an extension of the activation, consumers in the US can win a limited-edition collectable cassette tape of the music in the ad when they purchase a case of Game Fuel on PepsiCo’s recently-launched “direct-to-gamer” online store, GameFuel.com.

Mtn Dew Game Fuel was released at the start of 2019 as an energy drink created for gamers. According to PepsiCo, Game Fuel has “energy credentials” with a “vitamin-charged and caffeine-boosted formula”. The company has a number of gamer partnerships for the brand, which also includes a zero-sugar version.

Meanwhile, GameFuel.com was launched in December last year as both a retail portal and a place for video gamers to access exclusive content on a range of well-known games. At the launch of the site, PepsiCo said the e-shop “unlocks an entire ecosystem of value and entertainment”.

Why energy and functional drinks should be wary of coffee’s renewed attack on the caffeine occasion – Click here for a Just Drinks comment

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Drinks Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Drinks Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now