Mountain Dew® Joins X-MEN: Days of Future Past Universe With Official Partnership
March 17, 2014

Mountain Dew brings fans closer to the action of the blockbuster franchise
 

PURCHASE, N.Y., March 17, 2014 /PRNewswire/ — #DEWXMENDOFP – Mountain Dew® today announced an official international-wide partnership with 20th Century Fox’s X-MEN: Days of Future Past, this summer’s most eagerly awaited blockbuster, signaling the start of a robust campaign that will see Mountain Dew bring fans around the world closer to the film.

Mountain Dew® Joins X-MEN: Days of Future Past Universe With Official Partnership

With a star-studded international 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 for an epic cinematic journey of good versus evil.

Building on more than a decade of successful entertainment partnerships, Mountain Dew is launching its largest-ever international entertainment promotion. A powerful team, the Mountain Dew and X-MEN: Days of Future Past partnership sparks an immersive, fan-focused campaign by Mountain Dew, reaching the “Dew Nation” in nearly 30 countries.

Kurt Frenier, Vice President, Global Brand Development, Beverages, PepsiCo comments: “Mountain Dew is a global brand fueled by self-expression, confidence and authenticity, qualities that are also anchored in the iconic X-MEN film franchise. To celebrate these shared passions, we’re excited to bring our fans and customers around the world an immersive program 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 engages consumers across virtually every imaginable touchpoint – from in-store and special commemorative packaging featuring X-MEN: Days of Future Past characters and exciting prizes, to custom cinema programs, a global television commercial and digital and social platforms sharing exclusive behind the scenes content.

Anna Roca, SVP of International Promotions at 20th Century Fox adds: “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 than ever before.”

 

About PepsiCo:

PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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