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PepsiCo has taken its AMP Energy brand into the growing world of e-sports and gaming for the first time through a link-up with live streaming platform Twitch.

The company will launch Twitch-branded limited-edition AMP cans, a new website and its own Twitch channel, it said today. It is the first time that Twitch, which has about 10m monthly users, has created a co-branded can.

Twitch started in 2011 and now has more than 1.5m broadcasters that shows video-games content such as playthroughs. It is also the most popular live-streamer of e-sports tournaments, which have quickly become an attractive marketing opportunity for soft drinks because of their increasing audiences of male teenagers. PepsiCo also touches on e-sports through its Brisk iced tea brand.

The limited-edition AMP cans will be available through August, in both Original and Cherry flavours, PepsiCo said. Consumers are also being encouraged to enter sweepstakes for limited-edition AMP Energy and Twitch co-branded gear.


Sectors: Soft drinks, Water

Companies: PepsiCo

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