Mountain Dew® Launches First-Ever Global Campaign with "The Dark Knight Rises"

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Jul 18, 2012, 09:00 ET

PURCHASE, N.Y., July 18, 2012 /PRNewswire/ -- Mountain Dew® today announced that its partnership with Warner Bros.' and Legendary Pictures' summer blockbuster "The Dark Knight Rises," which opens in theaters on July 20, is extending beyond the United States with activations to engage DEW and Dark Knight fans in nearly 20 countries across the Americas, Europe, Asia and the Middle East this summer as part of Mountain Dew's first-ever global campaign.

PHOTO: Mtn Dew Dark Berry

"DEW fans in the U.S. and around the world have incredible passion for the Dark Knight franchise. With DEW's first-ever global campaign we are giving fans the exclusive opportunity to experience Gotham City like never before," said Brad Jakeman, president, Global Beverages Group, PepsiCo. "Mountain Dew is a tremendously successful brand, and we are excited about continuing to find unique and authentic ways to connect with DEW fans and fuel the growth of the brand around the world."

Promotions in all participating markets will invite eager fans to "Go Inside Gotham City." Program activations will vary by market, enabling DEW fans to experience "The Dark Knight Rises" campaign in a variety of ways, including for example:

A new limited-time-only flavor, Mtn Dew Dark Berry, inspired by "The Dark Knight Rises"
More than 800 million bottles and cans featuring on-pack campaign graphics
In-store point-of-purchase retail displays in retailers
Robust TV, cinema, radio and digital advertising will drive mass campaign awareness
Digital access to exclusive, never before seen Dark Knight movie content
Consumer engagement programs offering fans opportunities to collect gear and win prizes.

With a one-of-a-kind citrus taste, Mountain Dew is PepsiCo's second-largest beverage brand and generates more than $5 billion in annual retail sales. It is the No. 1 flavored carbonated soft drink in the United States, and the fourth largest flavored carbonated soft drink worldwide.

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 for local tastes; 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 http://www.pepsico.com/.

About "The Dark Knight Rises"
Opening in theatres and IMAX on July 20, 2012, "The Dark Knight Rises" stars Christian Bale, Michael Caine, Gary Oldman, Anne Hathaway, Tom Hardy, Marion Cotillard, Joseph Gordon-Levitt, and Morgan Freeman. Christopher Nolan directed the film from a screenplay by Jonathan Nolan and Christopher Nolan, story by Christopher Nolan & David S. Goyer. Emma Thomas, Christopher Nolan and Charles Roven are the producers, with Benjamin Melniker, Michael E. Uslan, Kevin De La Noy and Thomas Tull serving as executive producers, and Jordan Goldberg co-producing. "The Dark Knight Rises" is based upon Batman characters created by Bob Kane and published by DC Comics.

Warner Bros. Pictures presents, in association with Legendary Pictures, a Syncopy Production, a Film by Christopher Nolan, "The Dark Knight Rises," to be distributed worldwide by Warner Bros. Pictures, a Warner Bros. Entertainment Company. The film has been rated PG-13 for intense sequences of violence and action, some sensuality and language. www .thedarkknightrises .com

SOURCE PepsiCo