Pepsi-Cola Launches Mountain Dew Pitch Black II.
July 31, 2005
Pepsi-Cola North America announced that it will launch Mountain Dew Pitch Black II for a ten-week period from now until November. It’s Mountain Dew with a blast of black grape, a cool metallic silver label, and a brand name that consumers love. It’s just like last year’s highly successful limited-time offer, Mountain Dew Pitch Black, but this time, with a sour bite. Mountain Dew Pitch Black II hits stores nationwide this week in 20-ounce bottles, two-liter bottles, and 12-packs of 12-ounce cans.
“Every great movie deserves a sequel. Consumers loved Mountain Dew Pitch Black and they wanted us to bring it back, but with something new,” said Katie Lacey, VP-marketing, carbonated soft drinks, Pepsi-Cola North America. “Sour flavors are big right now with teens and young adults, so we added a sour bite to Mountain Dew Pitch Black II.”
The rollout of the brand will be supported by eye-catching point-of-purchase materials created by TracyLocke, Wilton, Conn., Pepsi’s longtime promotional marketing partner, and an internet marketing campaign created by Tribal DDB Dallas.
