Beverage Industry

PepsiCo, Dunkin' Donuts collaborate for 'cool' beverage

May 3, 2011

PepsiCo and Dunkin’ Donuts have partnered to introduce the new Mountain Dew Coolatta at Dunkin’ Donuts restaurants.

The beverage combines the lemon and lime citrus flavors of Mountain Dew and Dunkin’ Donuts Coolatta’s frozen slush format. Mountain Dew Coolattas are available for a limited time at participating Dunkin’ Donuts restaurants nationwide for a suggested retail price of $2.29 for a 16-ounce beverage.

“Mountain Dew is the original energy drink, and we believe we have created the ultimate refreshing frozen beverage by bringing Mountain Dew’s unique taste and energy credentials into Dunkin’ Donuts’ invigorating Coolatta portfolio,” said Mikel Durham, senior vice president and chief innovation officer of PepsiCo Foodservice, in a statement.

To celebrate the launch, Dunkin’ Donuts is giving people the chance to participate in the brand’s new “UnFreeze It” online promotion.

“The partnership between Mountain Dew and Dunkin’ Donuts brings together two beloved brands, each with millions of passionate fans who rely on our beverages to stay energized and keep themselves running,” said John Costello, chief global marketing and innovation officer at Dunkin’ Brands, in a statement. “Both brands have heritages that go back more than 60 years, yet in many ways we have never been more relevant in people’s daily lives. Creating the Mountain Dew Coolatta, and combining the real world and the virtual world in our unique ‘UnFreeze It’ promotion, highlights our shared commitment to thrill our loyal guests in new and exciting ways, and continue to build our brands’ reputations for fun and innovation.”

The “UnFreeze It” promotion allows participants the chance to win daily prizes by using their computer to “unfreeze” a Mountain Dew Coolatta cup from a real block of ice using an Ice Blaster. Those who visit www.DunkinDonuts.com/Dew and complete an online entry form will be entered for a chance to be randomly selected to play the game and control an actual working Ice Blaster, aimed at a real block of ice with a Mountain Dew Coolatta cup frozen inside. They also will be entered for the chance to win daily sweepstakes prize packs, as well as the grand prize drawing of a 32-inch 3D TV.

Participants selected will pre-program three shots at the ice and can watch a live video stream to see if their blasts unfreeze the cup. The participant each day to unfreeze the cup wins a prize, such as a skateboard, surfboard, mountain bike or skate deck. Each day through May 29 a fresh block of ice will be set up and new participants will have the chance to take their best shots.