By Zanub Saeed
Mountain Dew teamed up with Warner Bros. upcoming release of "The Dark Knight Rises" to launch a global campaign where a limited flavor of the drink inspired by the movie will be available, and an intense amount of promotion and prize giveaways.
The partnership will go internationally, across 20 countries in both Americas, Europe, and Asia this summer, and will be Mountain Dew's first-ever global campaign, noted a press release issued by Mountain Dew parent company PepsiCo on Wednesday.
"DEW fans in the U.S. and around the world have incredible passion for the Dark Knight franchise. With DEW's first-ever global campaign we are giving fans the exclusive opportunity to experience Gotham City like never before," Brad Jakeman, president, Global Beverages Group, PepsiCo, said for the press release. "Mountain Dew is a tremendously successful brand, and we are excited about continuing to find unique and authentic ways to connect with DEW fans and fuel the growth of the brand around the world."
Included in the promotion worldwide for "The Dark Knight Rises" sponsored by Mountain Dew are, as listed in the press release:
- A new limited-time-only flavor, Mtn Dew Dark Berry, inspired by "The Dark Knight Rises"
- More than 800 million bottles and cans featuring on-pack campaign graphics
- In-store point-of-purchase retail displays in retailers
- Robust TV, cinema, radio and digital advertising will drive mass campaign awareness
- Digital access to exclusive, never before seen Dark Knight movie content
- Consumer engagement programs offering fans opportunities to collect gear and win prizes.
"The Dark Knight Rises," arguably the most anticipated film release of 2012, will hit theatres and IMAX this Friday, July 20. The film brings back Academy Award-winner Christian Bale as Bruce Wayne and Batman, Oscar-winners Michael Caine and Morgan Freeman, and Gary Oldman as Commissioner Gordon. New faces to the third and final installment of Christopher Nolan's Academy Award-winning franchise include Anne Hathaway as Catwoman, Tom Hardy as Bane, Joseph Gordon-Levitt, and Oscar-winner Marion Cotillard.
