Beverage News

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
/ Print / Reprints /
ShareMore
/ Text Size+

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."

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI October 2014 cover

2014 October

The October 2014 Beverage Industry includes a cover story on our 2014 Executive of the Year, Keurig Green Mountain's CEO Brian Kelley, as well as articles about bottled water consumption, whey nutrition, and more. Check it out today!

Table Of Contents Subscribe

Bottled Water Trends

Which bottled-water trend will fare the best in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!