What’s one way to strengthen your grip on one of your most important segments? Co-brand yourself with the one of the most popular franchises of the 21st century.
Mountain Dew has co-branded itself with the upcoming video game Halo 3. They will have a special drink that sports the Halo 3 logo and a character from the game. According to spokeswoman for Mountain Dew, “Gaming is an important component in the marketing efforts for Mountain Dew. Our goal is to go beyond traditional advertising by creating initiatives that make the brand an integral part of the gaming experience.”
Seeing as how Mountain Dew is known for sponsoring gaming events, this move makes perfect sense. The brand recognition alone for the drink company has got to be worth the undisclosed cost.