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”.