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Article: The ultimate 'Halo 3' accessory: Mountain Dew; Pepsi plots first beverage based on video game, ties to hot Xbox 360 title.(News)(Pepsi-Cola North America's marketing strategy)
- Article from:
- Advertising Age
- Article date:
- April 16, 2007
- Author:
CopyrightCOPYRIGHT 2007 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
kmacarthur@adage.com
"We literally played [`Halo 2'] for three days straight without sleeping,'' said 21-year-old Russ Petrick of Woodland Park, Colo., who stayed awake by chugging Mountain Dew. "It has 54 milligrams of caffeine. You drink enough of that, it will keep you up.''
That's what the Pepsi-Cola North America brand is counting on as it readies a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew that will carry the name of the much-anticipated "Halo 3'' for Microsoft's Xbox 360. Touted as the first soft drink created for and co-branded with a video game, the new Dew is positioned as "game fuel.''
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