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Article: Mountain Dew gives gamers more caffeine.(targeting the players)
- Article from:
- Advertising Age
- Article date:
- September 26, 2005
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KATE MACARTHUR
PepsiCo is creating a Mountain Dew especially for the 180 million active players who have made the likes of Sony's PlayStation and Microsoft's Xbox an exploding media platform.
Pepsi-Cola North America in early November launches MDX, an energy version of Mountain Dew aimed at gamers that is marked on the label as Variant No. 516 & Power Pack. MDX boasts 47 milligrams of caffeine (50 for the sugar-free version) for 8 ounces and a "power pack'' of guarana, ginseng, taurine, maltodextrin and D-ribose. Those who sampled the fluorescent-green beverage described it as tasting like Mountain Dew but with an energy kick and a telltale ...