Pepsi-Cola is prepping a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew that will carry the name of Halo 3, the much-anticipated videogame for Microsoft's Xbox 360, reports Ad Age.
Positioned as "game fuel," the beverage will sport the Halo 3 logo and a game character. Pepsi is betting the limited edition beverage will be a huge hit with the college-age crowd. According to IGN, Halo 3 ranks No. 1 among 2007 titles in awareness and purchase intent for the past two years.
PepsiCo has put motion-picture properties on its beverage brands and cups, but not video-game characters, despite a long alignment with gaming. In 2005, the marketer gave away nearly 10,000 Xbox 360 systems in its "Every 10 minutes" cap promotion, where a winner received a console every 10 minutes for nine weeks before the systems were available in stores.