Pepsi co India launched a new variant of Mountain Dew, called the Game fuel. Mountain Dew Game Fuel is being marketed as a drink for hard core gaming enthusiasts. The new soft drink will be available in 600 ML PET bottle and 250 ml can for Rs. 35 and 25, respectively.
To promote the new launch, Mountain Dew also announced Dew Arena, a gaming championship that aims to engage 30,000+ participants during the entire campaign. At the end of campaign period, Dew Arena finale will be held on September 25, 2016.
Dew area is a 9 week gaming championship and some of the best gamers will get a chance to ink their profile on the mountain dew game fuel bottle. The price pool for the challenge is worth 10 Lakh INR. Mountain Dew Game Fuel will also give consumers an opportunity to win an ‘Xbox One’ every day. Game Fuel will also reach out to gaming enthusiasts physically in the form of a massive, 50-city gaming truck activation.
Speaking at the launch of Mountain Dew Game Fuel and The Dew Arena, Vipul Prakash, Vice President, Beverage Category, PepsiCo India said, “Innovation is a key driver for Mountain Dew and we have always focused on connecting with consumers in a contextually relevant manner. Mountain Dew Game Fuel is a popular franchise globally and we are excited to add it to our India portfolio. Since gaming in India is gaining exponential popularity across platforms, the Dew Arena has been created to give enthusiasts a change to switch their Hero Mode On and unleash the hero within.”