Mountain Dew Goes Dark and Broody for The Dark Knight Movie Tie-In

In a cross-promotional marketing deal announced today, PepsiCo's Mountain Dew soft drink is sponsoring the upcoming Warner Bros. Batman release, The Dark Knight Rises. An exclusive digital experience, DewGothamCity.com, will reveal content and storylines ahead of the sure-to-be summer blockbuster's July 20th release.

The Dew beverage line "will take a dark spin – with a Dark Knight graphic takeover of base packaging and temperature-sensitive cans that change when chilled, to Mtn Dew Dark Berry, a new limited-edition mixed berry flavor" inspired by the brooding superhero. Select 16-oz cans of DEW will receive a face-lift "of the thermochromic variety. The special cans will use thermochromic ink to feature a bat symbol that transforms to the distinctive green color of DEW when chilled. The limited-time 16 oz. cans will hit shelves in mid-June."

Diet Mountain Dew driver, Dale Earnhardt Jr., will help promote the release with fans being asked to help choose (through May 22nd) which one of four proposed Dark Knight paint schemes will grace his #88 Chevrolet on the NASCAR circuit this season.

The only piece of the partnership not quite resonating with fanboys: the point-of-sale display featuring the Caped Crusader. Check them all out below.Continue reading...