Mountain Dew, a carbonated soft drink marketed by Pepsi-Cola (Thai) Trading Co, the local arm of PepsiCo Inc, has announced an official international partnership with 20th Century Fox's "X-Men: Days of Future Past", a film to be released this summer.
Limited-edition packaging and give-aways, plus exclusive consumer experiences through digital and social platforms, are planned in Thailand.
With a cast including Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Ian McKellan and Patrick Stewart, led by director Bryan Singer, the seventh film in the X-Men franchise unites stars from across the X-Men generations, according to promotional information.
Building on more than a decade of successful entertainment partnerships, Mountain Dew is launching its largest-ever international entertainment promotion reaching nearly 30 countries.
“In Thailand, the X-Men film franchise has gained immense popularity and tons of the franchise’s big fans are looking forward to ‘X-Men: Days of Future Past’,” said Somchai Ketchaikosol, marketing director for beverages at Pepsi-Cola (Thai) Trading Co.
“As a global beverage brand, Mountain Dew leverages this opportunity to bring Thai consumers closer to the film with an immersive campaign and exclusive experiences. Our campaign comprises the introduction of limited-edition packaging, both in neon bottles and slim cans, featuring ‘X-Men: Days of Future Past’ characters, which started appearing in the market by mid-April.
“We are also rolling out fully integrated marketing communication, ranging from TV commercials to print media, in-store point-of-sale [promotion] to a series of digital and online activities where the Thai fan base will have a chance to go inside the world of X-Men’s mutants like never before.”
Kurt Frenier, PepsiCo vice president for global beverages brand development, said: “Mountain Dew is a global brand fuelled by self-expression, confidence and authenticity, qualities that are also anchored in the iconic X-Men film franchise.
“To celebrate these passions, we’re excited to bring our fans and customers around the world an immersive programme of engaging content, money-can’t-buy experiences and exclusive promotions, all designed to bring them closer to what is expected to be this summer’s biggest blockbuster.”
The promotional campaign includes special commemorative packaging featuring “X-Men: Days of Future Past” characters, prizes, customised cinema programmes, a global television commercial, and digital and social platforms sharing exclusive behind-the-scenes content.
Anna Roca, vice president for international promotions at 20th Century Fox, said: “We are thrilled to welcome Mountain Dew into the ‘X-Men: Days of Future Past’ world. The adventurous, energetic attitude of their fan base mirrors the franchise’s own – and their international reach helps bring our beloved mutants to more corners of the world.”
The campaign also invites Mountain Dew customers to enter a special promotion called “Hunt for the Ultimate Dew!” Among the prizes are two Harley-Davidson Sportster Iron 883N motorcycles and Casio G-Shock Mountain Dew limited-edition watches, for a total of 300 prizes.