Gamers anxiously awaiting the September 25 launch of Halo 3 will now have the perfect drink to get them ready for play -- Mountain Dew Game Fuel. Created in conjunction with Microsoft's Xbox 360 exclusive title, Halo 3, Game Fuel has the same Mountain Dew flavor with a blast of citrus cherry and 30% more caffeine for a unique and invigorating taste. Game Fuel is arriving on store shelves today and will be available in 20-oz bottles, 2-liter bottles and 12-packs of 12-oz cans through November.
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This is the first time we've created a beverage for an entertainment property, in fact, we believe this is the first time a soft drink has been created specifically for a video game," said Frank Cooper, VP of marketing for Mountain Dew. "
Microsoft's Halo 3 is more than just a video game, it's become a cultural phenomenon that deserves its own special Mountain Dew extension."
Mountain Dew Game Fuel will be supported with a marketing campaign led by a national TV commercial produced by BBDO New York. The TV ad debuts today and features a short clip from Halo 3. In addition, an online campaign directs consumers to the Game Fuel site -- www.mountaindew.com/gamefuel -- for more information on the product and Halo 3.
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The upcoming launch of Halo 3 promises to be the biggest entertainment event of the year," said Chris Di Cesare, director of creative marketing at Microsoft. "
With Pepsi's launch of Game Fuel, we're seeing unprecedented support from one of the world's strongest consumer brands, and it's a testament to the strength of the Halo franchise."
