Press Release | Fun

Mountain Dew® and Call of Duty® Announce Return of Mtn Dew Game Fuel® and Unveil Groundbreaking "Rank Up Your Game with Double XP" Promotion for Modern Warfare® 3 Fans



PURCHASE, N.Y., Aug. 24, 2011 /PRNewswire/ -- Mountain Dew (DEW) and Activision Publishing's (Nasdaq: ATVI) Call of Duty® are joining forces this fall to deliver a first-of-its-kind promotion – "Rank Up Your Game with Double XP" – to Call of Duty®: Modern Warfare® 3 gamers and DEW fans.  Starting in October, Mountain Dew will deliver Call of Duty®: Modern Warfare® 3 fans double experience time (Double XP) with every purchase of specially marked Mountain Dew products.  The promotion will also mark the much anticipated return of Mtn Dew Game Fuel as a limited-time offer, giving DEW fans the chance to stock up on original Mountain Dew Game Fuel – a citrus cherry flavor – AND a brand new tropical flavor of Mountain Dew Game Fuel that was created in collaboration with the Call of Duty team specifically for Modern Warfare 3.

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"DEW fans have been clamoring for the return of Mountain Dew Game Fuel, so we wanted to really fire them up with a partnership that gets to the core of what DEW is all about," said Brett O'Brien, vice president marketing, Mountain Dew. "Our fans know that when DEW does something, we go big – and there is no bigger entertainment property than Call of Duty, so we are thrilled to partner with Activision to launch the newest editions of these two iconic brands. Moreover, with this partnership we get to make sure that Mountain Dew fuels both the fans and their Call of Duty gameplay while they play Modern Warfare 3."

During the promotion period, specially marked packages of Mountain Dew varieties will feature the codes that will deliver Double XP time to players in the multi-player mode of Modern Warfare 3 when the game launches in November. The Double XP promotion will also be included on specially marked packages of Doritos tortilla chips through a PepsiCo Power of One program.

"For many of our gamers, Call of Duty and Mountain Dew go hand in hand, and together we wanted to deliver gamers a one-of-a-kind program around the epic Modern Warfare 3 multiplayer," said Tim Ellis, Chief Marketing Officer of Activision Publishing, Inc. "Mtn Dew Game Fuel will already be available for our fans when Modern Warfare 3 hits shelves in November – and they can jump onto the game's multiplayer experience while enjoying Double XP time."  

To kick-off the program, Mountain Dew will be onsite at Call of Duty XP 2011 in Los Angeles on September 2nd & 3rd, where attendees will have the chance to taste the brand new Mountain Dew Game Fuel before it is available in stores and be the first to earn Double XP on special limited edition Mountain Dew cans available only to attendees. At the "DEW Bunker," located in the Modern Warfare-themed section of the gaming floor, fans will be able to learn more about the Double XP promotion and have the chance to win an exclusive, limited-edition gold Mountain Dew/Call of Duty XP collectable can.

About Mountain Dew

With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out or or on twitter @mtn_dew.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, 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, including by conserving energy and water usage, 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

About Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company's website,  

Call of Duty, Modern Warfare and Activision are registered trademarks of Activision Publishing, Inc. All other trademarks and trade names are the properties of their respective owners.

Andrea Foote
PepsiCo Beverages Americas
(914) 253-2628

Andrea Kurtz
Ruder Finn, Inc.
(212) 583-2725

John Rafacz
Activision Publishing, Inc.
(310) 496 5207


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