GLOBAL: PepsiCo takes Dark Knight Rises push global in first for Mountain Dew

By Andy Morton | 19 July 2012

Mountain Dew's first global push
PepsiCo to expand US campaign to about 20 other markets
Limited-edition Dark Berry flavour rolled out
About 800m Dark Knight Rises bottles and cans to hit shelves

Mountain Dew has released a Dark Berry flavour

PepsiCo's latest marketing push for Mountain Dew extends its US campaign for the brand announced last month.

The soft-drinks firm will hope the final instalment in the Batman trilogy does similar box office business to the Dark Knight. The Batman Begins sequel was the top-grossing movie until earlier this year when it was beaten by The Avengers, which was partnered with Dr Pepper Snapple Group.

Show the press release

Mountain Dew® Launches First-Ever Global Campaign with "The Dark Knight Rises"

PURCHASE, N.Y., July 18, 2012 /PRNewswire/ -- Mountain Dew® today announced that its partnership with Warner Bros.' and Legendary Pictures' summer blockbuster "The Dark Knight Rises," which opens in theaters on July 20, is extending beyond the United States with activations to engage DEW and Dark Knight fans in nearly 20 countries across the Americas, Europe, Asia and the Middle East this summer as part of Mountain Dew's first-ever global campaign.

"DEW fans in the U.S. and around the world have incredible passion for the Dark Knight franchise. With DEW's first-ever global campaign we are giving fans the exclusive opportunity to experience Gotham City like never before," said Brad Jakeman, president, Global Beverages Group, PepsiCo. "Mountain Dew is a tremendously successful brand, and we are excited about continuing to find unique and authentic ways to connect with DEW fans and fuel the growth of the brand around the world."

Promotions in all participating markets will invite eager fans to "Go Inside Gotham City." Program activations will vary by market, enabling DEW fans to experience "The Dark Knight Rises" campaign in a variety of ways, including for example:

A new limited-time-only flavor, Mtn Dew Dark Berry, inspired by "The Dark Knight Rises"

More than 800 million bottles and cans featuring on-pack campaign graphics

In-store point-of-purchase retail displays in retailers

Robust TV, cinema, radio and digital advertising will drive mass campaign awareness

Digital access to exclusive, never before seen Dark Knight movie content

Consumer engagement programs offering fans opportunities to collect gear and win prizes.

With a one-of-a-kind citrus taste, Mountain Dew is PepsiCo's second-largest beverage brand and generates more than $5 billion in annual retail sales. It is the No. 1 flavored carbonated soft drink in the United States, and the fourth largest flavored carbonated soft drink worldwide.

Original source: http://www.prnewswire.com/news-releases/mountain-dew-launches-first-ever-global-campaign-with-the-dark-knight-rises-162852446.html

Sectors: Marketing – advertising & promotions, Soft drinks

Companies: PepsiCo, Dr Pepper