PURCHASE, N.Y., Aug. 24, 2011 /PRNewswire/ -- Mountain Dew (DEW)
and Activision Publishing's (Nasdaq: ATVI) Call of Duty®
are joining forces this fall to deliver a first-of-its-kind
promotion – "Rank Up Your Game with Double XP" – to Call of
Duty®: Modern
Warfare® 3 gamers
and DEW fans. Starting in October, Mountain Dew will deliver
Call of Duty®: Modern
Warfare® 3 fans double experience time
(Double XP) with every purchase of specially marked Mountain Dew
products. The promotion will also mark the much anticipated
return of Mtn Dew Game Fuel as a limited-time offer, giving DEW
fans the chance to stock up on original Mountain Dew Game Fuel – a
citrus cherry flavor – AND a brand new tropical flavor of Mountain
Dew Game Fuel that was created in collaboration with the Call of
Duty team specifically for Modern Warfare 3.
(Photo:
http://photos.prnewswire.com/prnh/20110824/NY57252-a )
(Photo:
http://photos.prnewswire.com/prnh/20110824/NY57252-b )
"DEW fans have been clamoring for the return of Mountain Dew
Game Fuel, so we wanted to really fire them up with a partnership
that gets to the core of what DEW is all about," said Brett
O'Brien, vice president marketing, Mountain Dew. "Our fans know
that when DEW does something, we go big – and there is no bigger
entertainment property than Call of Duty, so we are thrilled
to partner with Activision to launch the newest editions of these
two iconic brands. Moreover, with this partnership we get to make
sure that Mountain Dew fuels both the fans and their Call of
Duty gameplay while they play Modern Warfare 3."
During the promotion period, specially marked packages of
Mountain Dew varieties will feature the codes that will deliver
Double XP time to players in the multi-player mode of Modern
Warfare 3 when the game launches in November. The Double XP
promotion will also be included on specially marked packages of
Doritos tortilla chips through a PepsiCo Power of One program.
"For many of our gamers, Call of Duty and Mountain Dew go
hand in hand, and together we wanted to deliver gamers a
one-of-a-kind program around the epic Modern Warfare 3
multiplayer," said Tim Ellis, Chief
Marketing Officer of Activision Publishing, Inc. "Mtn Dew Game Fuel
will already be available for our fans when Modern Warfare 3
hits shelves in November – and they can jump onto the game's
multiplayer experience while enjoying Double XP time."
To kick-off the program, Mountain Dew will be onsite at Call
of Duty XP 2011 in Los Angeles
on September 2nd &
3rd, where attendees will have the chance to taste the
brand new Mountain Dew Game Fuel before it is available in stores
and be the first to earn Double XP on special limited edition
Mountain Dew cans available only to attendees. At the "DEW Bunker,"
located in the Modern Warfare-themed section of the gaming floor,
fans will be able to learn more about the Double XP promotion and
have the chance to win an exclusive, limited-edition gold Mountain
Dew/Call of Duty XP collectable can.
About Mountain Dew
With its one-of-a-kind citrus taste, Mountain Dew exhilarates
and quenches with every sip. In addition to original Mountain
Dew® and Diet Mountain Dew®, the permanent
DEW product line includes Mountain Dew Code Red®,
Mountain Dew LiveWire®, Mountain Dew
Throwback®, Mountain Dew Voltage® and
Mountain Dew White Out®. For more information, check out
www.mountaindew.com or www.facebook.com/mountaindew or on twitter
@mtn_dew.
About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar
food and beverage brands, including 19 different product lines that
generate more than $1 billion in
annual retail sales each. Our main businesses -- Quaker, Tropicana,
Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other
enjoyable and wholesome foods and beverages that are respected
household names throughout the world. With net revenues of
approximately $60 billion, PepsiCo's
people are united by our unique commitment to sustainable growth by
investing in a healthier future for people and our planet, which we
believe also means a more successful future for PepsiCo. We
call this commitment Performance with Purpose: PepsiCo's promise to
provide a wide range of foods and beverages for local tastes; to
find innovative ways to minimize our impact on the environment,
including by conserving energy and water usage, and reducing
packaging volume; to provide a great workplace for our associates;
and to respect, support, and invest in the local communities where
we operate. For more information, please visit www.pepsico.com.
About Activision Publishing, Inc.
Headquartered in Santa Monica,
California, Activision Publishing, Inc. is a leading
worldwide developer, publisher and distributor of interactive
entertainment and leisure products.
Activision maintains operations in the U.S., Canada, the United
Kingdom, France,
Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the
Netherlands, Australia,
South Korea, China and the region of Taiwan. More information about Activision and
its products can be found on the company's website,
www.activision.com.
Call of Duty, Modern Warfare and Activision are registered
trademarks of Activision Publishing, Inc. All other trademarks and
trade names are the properties of their respective owners.
CONTACT:
Andrea Foote
PepsiCo Beverages Americas
(914) 253-2628
andrea.foote@pepsico.com
Andrea Kurtz
Ruder Finn, Inc.
(212) 583-2725
kurtza@ruderfinn.com
John Rafacz
Activision Publishing, Inc.
(310) 496 5207
John.rafacz@activision.com
SOURCE PepsiCo