PepsiCo to Re-Launch Mountain Dew Game Day Fuel

PURCHASE, N.Y. -- PepsiCo's Mountain Dew beverage brand is teaming up with Activision Publishing's Call of Duty video game franchise to deliver the "Rank Up Your Game with Double XP" promotion. The marketing effort is targeted at Call of Duty: Modern Warfare 3 gamers and Mountain Dew fans.

As part of the promotion, PepsiCo is bringing back Mountain Dew Game Fuel -- a citrus cherry soda -- as well as a new tropical flavor of Mountain Dew Game Fuel on a limited basis.

Beginning in October, specially marked packages of Mountain Dew products will feature codes that will deliver "double experience time" to Call of Duty players. Cross-promotion will also extend to other PepsiCo brands, such as Doritos.

"[Mountain] 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 [Mountain] Dew is all about," said Brett O'Brien, vice president of marketing for Mountain Dew. "Our fans know that when [Mountain] 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 the 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."

PepsiCo will kick off the program at the Call of Duty XP 2011 event in Los Angeles. Taking place Sept. 2 and 3, attendees will have the chance to taste Mountain Dew Game Fuel before it is available in stores.