PepsiCo Rolling Out Limited Editions Cans of Pepsi and Mountain Dew

Posted by Mark J. Miller on July 23, 2012 12:32 PM

PepsiCo today announced a multi-year relationship with the Pittsburgh Steelers to be the NFL team's exclusive "non-alcoholic beverage, salty snacks and sports fuel provider."

The deal marks the Steelers' first such partnership, and gives PepsiCo the rights to exclusive selling, dispensing and serving at Heinz Field; fixed stadium signage; venue and team sponsor assets; integration into the team's mobile, TV and digital assets; and local media and retail promotional opportunities.

The stadium conversion will be complete by the start of the Steelers' 2012 season. PepsiCo is also introducing a limited-edition commemorative Pepsi MAX can in honor of the Steelers' 80th anniversary, available throughout Pennsylvania beginning in the fall. That's not PepsiCo's only limited-edition commemorative can.

PepsiCo is preparing to roll out “a new malt-flavored version of its Mountain Dew soda” that will appear in select 7-Eleven and Kroger stores, according to CSPnet.com.

The gold-tinted premium version of Mountain Dew just received trademark approval to be called Mountain Dew Johnson City Gold and will appear in refrigerator cases in late August in a few Midwestern cities as well as Denver and Charlotte, N.C.

The name pays tribute to Johnson City, Tenn., the birthplace of Mountain Dew.

"In the declining soft drink business, a new product with a real point of difference might have potential for growth," said John Sicher, editor of Beverage Digest.

While plenty of brewers have gotten into “craft” beers, PepsiCo said that there is on plan to put more emphasis on “craft” soda. In the meantime, though, Mountain Dew drinkers will have a new taste to “Dew It To It.”

More about: PepsiCo, Beverages, Pepsi, Mountain Dew, Packaging, Design, Labels, Anniversaries, Pittsburgh Steelers, Sponsorships, Co-Branding, NFL, Sports, Heritage Brands

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