According to Ad Age, Pepsi-Cola North America wants to keep gamers gaming deep into the night and they have just the solution—a new co-branded beverage called “Mountain Dew Halo 3,” named for Microsoft’s popular Xbox 360 game.
The new Dew is positioned as “game fuel.”
PepsiCo has partnered with Microsoft before. In 2005, the beverage marketer gave away nearly 10,000 Xbox 360 systems in its “Every 10 minutes” cap promotion. And Mountain Dew conducted a 2004 sweepstakes for a limited-edition Xbox game console which featured the Mountain Dew logo.
“Game Fuel” will be on shelves by August.