Mountain Dew heeds the Call of Duty

Mountain Dew Call of Duty pack

Mountain Dew has partnered with video game giant Activision on its latest release – Call of Duty: Modern Warfare.

The on-pack promotion gives customers 2XP with every purchase of selected Mountain Dew Citrus Blast and Mountain Dew No Sugar.

The promo is supported with in-store, experiential and social media activity; out-of-home/proximity media; and competitions.

Limited-edition bottles are available now, as is Call of Duty: Modern Warfare. The 2XP codes can be redeemed until the end of January 2020.

Florence Brain, Director of Channel Operations, Out of Home at Britvic, said: “Mountain Dew’s on-the-go nature makes the brand ideal for the convenience channel, so we suggest retailers implement a second site close to till points to target impulse purchases.”