Mountain Dew: Game Fuel

Mountain Dew, a drinks brand from PepsiCo, launched its product 'Game Fuel' by creating an online gaming championship to connect with its target - India's gamers.

Campaign details

Brand: PepsiCo/Mountain DewLead agency: Mindshare India Pvt.Ltd.Region: APAC

Objectives

Mountain Dew, the Top CSD brand from the PepsiCo portfolio launched 'Game-Fuel'. It catered to a segment which had largely been ignored, 'The Gamer'.

The task was to establish the relevance of e-gaming platforms and make Game Fuel the largest ever platform to host one, driving participation by reaching out to gamers.

Task at hand was to launch the new variant 'Game Fuel' and effectively reach out to the gamers and create a huge impact amongst them.

Target audience

The 15-30 male who is...

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