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PepsiCo India has launched a new variant of Mountain Dew called Mountain Dew Game Fuel in the country. This is the first time the company has launched a variant in 13 years for brand Mountain Dew and said Game Fuel is the bolder and more intense version of the brand.
Available in a 600 ml PET bottle and 250 ml can, Mountain Dew Game Fuel is priced at Rs 35 and 25 respectively. PepsiCo will be leveraging on gaming to promote the new variant and has tied up with Microsoft to sponsor and promote gaming through a championship called the Dew Arena.
“Mountain Dew has been one of the fastest growing beverage brands for the last 10 years in the country. Mountain Dew Game Fuel is a popular franchise globally and we are now adding it to our India portfolio. We believe gaming is set to grow exponentially and we are leveraging on this with the Dew Arena,” said Vipul Prakash, Vice-President, Beverage Category, PepsiCo India.
The Dew Arena is a nine-week gaming championship which will give the best gamers in India a chance to have their profile on the Mountain Dew Game Fuel bottle, in addition to a prize pool worth Rs 10 lakh. Game Fuel will also reach out to gaming enthusiasts physically in the form of a 50-city gaming truck activation.
Prakash said the company will start by making Mountain Dew Game Fuel available initially in the North and East India, which have traditionally been strong markets for the beverage brand. The company will gradually expand distribution pan-India.
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