Want to know how to leverage the most-anticipated game launch in the history of gaming (Halo 3, for the uninitiated)? Here’s how:


Pepsi-Cola North America…is readying a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew that will carry the name of the much-anticipated “Halo 3” for Microsoft’s Xbox 360. Touted as the first soft drink created for and co-branded with a video game, the new Dew is positioned as “game fuel.”

Wow. That’s amazing. Mountain Dew has already scored a case study when it game away thousands of new X-Box 360 consoles every hour for a previous promotion in 2005. But to launch a “game fuel” drink is sheer genius.

Ad Age quotes a gaming consultant thusly in its article:

“To be able to tie in with ‘Halo’ is a coup for Mountain Dew,” said Mark Allenbach, director-interactive media and games at Frank N. Magid Associates. “It is considered the killer app for Microsoft, period. … There is significant cachet with any product associated with it. If you came to me and said, ‘I have soda and want to put it with a game,’ I don’t think it gets much better than putting it with ‘Halo 3.'”

I agree. Kudos Pepsi. Now what can you do with your other brands in the portfolio?

One comment

  1. I’m new to your blog, and i’m trying to subscribe to your feed, but feedburner is saying its down. Just thought I’d let you know.

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