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Mountain Dew teams up with new X-Men movie for campaign

Fan-focused international campaign will reach consumers in nearly 30 countries

March 17, 2014
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Mountain Dew X-MenMountain Dew, a brand of Purchase, N.Y.-based PepsiCo Inc., announced an official, international partnership with 20th Century Fox’s upcoming “X-Men: Days of Future Past” film, which premieres in U.S. theaters May 23. The partnership signals the start of a campaign that aims to bring Mountain Dew fans closer to the movie, according to PepsiCo.

To do so, the promotional campaign will engage consumers across virtually every touchpoint — from in-store and special commemorative packaging featuring “X-Men: Days of Future Past” characters and prizes to custom cinema programs, a global TV commercial, and digital and social platforms sharing exclusive behind-the-scenes content.

Building on more than a decade of entertainment partnerships, this newest Mountain Dew campaign marks the brand’s largest-ever international entertainment promotion, it says. It will reach the "Dew Nation" in nearly 30 countries.

"Mountain Dew is a global brand fueled by self-expression, confidence and authenticity — qualities that are also anchored in the iconic X-Men film franchise,” said Kurt Frenier, vice president of global brand development for beverages at PepsiCo, in a statement. “To celebrate these shared passions, 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."

“X-Men: Days of Future Past,” the seventh film in the X-Men franchise, includes actors Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Ian McKellan and Patrick Stewart, led by Director Bryan Singer.

“We are thrilled to welcome Mountain Dew into the ‘X-Men: Days of Future Past’ world,” said Anna Roca, senior vice president of international promotions at 20th Century Fox, in a statement. “The adventurous, energetic attitude of their fan base mirrors the franchise's own, and their international reach helps bring our beloved mutants to more corners of the world than ever before."

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