PepsiCo Takes Mountain Dew / The Dark Knight Rises Tie-In Global


Mix Mountain Dew, Batman and Dale Earnhardt Jr., and somehow it all makes marketing sense. Just ask PepsiCo, which has been tying those elements and more together in a blowout summer marketing campaign around The Dark Knight Rises, which of course hits theaters this weekend.

In fact, PepsiCo believes the campaign is clicking on so many bat-cylinders that it’s taking the initiative global in the first-ever worldwide marketing campaign for the iconic soft drink, scaling beyond the U.S. campaign for The Dark Knight Rises that kicked off in May, including a microsite.

“Dew fans in the U.S. and around the world have incredible passion for the Dark Knight franchise,” Brad Jakeman, president of PepsiCo’s global beverages group, said in a press release. “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.”

Mtn Dew is activating its campaign in nearly 20 countries across the Americas, Europe, Asia and the Middle East, inviting Dew and Dark Knight fans in all markets to its “Go Inside Gotham City” promotion which includes its new, limited-time flavor, Mtn Dew Dark Berry, inspired by the brooding caped crusader; more than 800 million bottles and cans featuring on-pack campaign graphics; digital access to exclusive content associated with the movie; and a multi-channel advertising campaign including a TV commercial designed to whet fans’ appetites for the movie and the beverage.[more]

Earnhardt Jr.’s role was to promote the film with fans being asked to help choose which one of four proposed Dark Knight paint schemes graces his #88 Chevrolet (check it out below) this NASCAR racing season. That may be one element that PepsiCo leaves out of its international marketing, of course; stock-car racing doesn’t translate that well beyond North America.

But with hype and expectations building for the movie at theaters its opening weekend, PepsiCo has just cast a big vote of confidence in the continuing appeal of the Batman franchise worldwide. It’s also a high-profile Hollywood deal for Mountain Dew — PepsiCo’s second-largest beverage brand, generating more than $5 billion in annual retail sales; the No. 1 flavored carbonated soft drink in the United States; and the fourth largest flavored carbonated soft drink worldwide. Holy tie-ins, Batman!