According to AdAge, Pepsi Inc has plans to launch a caffeine-laced version of Mountain Dew as a "game fuel" and in sync with the August release of Halo 3, the new title for XBox 360.
Associating a product so close to the target public with an application that's considered THE game for XBox 360 is a major move by Pepsi. In the three-month period the beverage will be available, it should be one of the most commented upon accessory for the much anticipated game, that has been on top of the wish-list for the 2007 releases.
This initiative follows Mountain Dew's positioning as a game-friendly beverage, sponsoring gaming events and such.
Reported in a bulletin-board post as a 20-ounce bottle with the "Halo 3" logo and an image of its central character, Master Chief, along with the words "Game Fuel" and "limited edition.", the drink contains amazangly 120 milligrams of caffeine per bottle.
Video Game Fuel
Mountain Dew to Release Special Soda for Halo 3
Trend Themes
1. Game-friendly Beverages - The trend of associating beverages with gaming events and releases presents an opportunity for companies to create game-friendly drink options.
2. Limited Edition Collaborations - The trend of releasing limited edition products in collaboration with popular games creates a buzz and excitement among consumers, providing an opportunity for brands to leverage the hype.
3. Caffeine-laced Drinks - The trend of offering caffeine-infused beverages targeted specifically towards gamers taps into the growing market of energy drinks and provides an opportunity for companies to create game fuel options.
Industry Implications
1. Beverage - The beverage industry can explore the potential of creating game-friendly drink options and limited edition collaborations to capture the attention of the gaming community.
2. Gaming - The gaming industry can partner with beverage companies to create limited edition products and game fuel options that enhance the gaming experience for consumers.
3. Marketing and Advertising - The marketing and advertising industry can leverage the trend of limited edition collaborations and game-friendly beverages to create innovative campaigns and capture the attention of the gaming audience.