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Mountain Dew® Partners with The Dark Knight Rises

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Mountain Dew® (DEW) announced a new partnership with Warner Bros. Pictures’ and Legendary Pictures’ The Dark Knight Rises. DEW plans to unveil exclusive content and storylines from the upcoming film to fans before opening day, July 20.

DEW will also undergo design changes, introducing Dark Knight themed graphics on packaging and temperature-sensitive cans that change when chilled. The company plans to market a limited-edition mixed berry flavor as a part of the promotion as well.

Brett O’Brien, vice president of marketing for DEW, said the partnership is based on fueling passion.

You’d be hard-pressed to find more passionate fans than those of DEW and The Dark Knight franchise. Our goal is to offer those fans unique experiences — from package and product innovation to exclusive content and access that only DEW and Batman together could provide.”

According to DEW’s release, the campaign will include the following:

  • A new limited-time-only flavor, Mtn Dew Dark Berry, inspired by The Dark Knight Rises, available nationwide for 8 weeks beginning in mid June.
  • Select 16-oz cans of DEW will receive a facelift 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.
  • The unveil of DEWGothamCity.com, an online destination designed to give fans unprecedented access into the world of The Dark Knight Rises, including exclusive sneak peeks of movie content and storylines. The experience will launch June 18.
  • Fans who participate in the DEW Gotham City experience and enter product codes from 20 oz. and 2-liter bottles, 12-pack and 24-pack and Fountain Cups will earn points to redeem for DEW or The Dark Knight Rises gear or for sweepstakes entries for a chance to win exclusive prizes.
  • Diet Mountain Dew driver, Dale Earnhardt Jr., will give (and get) a first taste of the Dark Knight. Members of the DEW Crew, an extension of the #88 team fueled by Diet Mountain Dew, will be asked to vote to select which of four Dark Knight paint schemes will appear on Dale’s #88 Chevrolet this season. Voting begins at www.dewcrew.com on May 12.
  • In-store point-of-purchase displays in retailers nationwide.
  • Robust cable, primetime TV, radio and digital advertising, launching June 18, will drive mass campaign awareness.

DEW has previously partnered up with upcoming releases such as Halo 3 when it released a specialized bottle and “game fuel” flavor.

The Dark Knight Rises was directed by Christopher Nolan, who co-wrote the screenplay with his brother Jonathan Nolan and the story with David S. Goyer. Based on the DC Comics this is the third installment in Nolan’s Batman film series, and is a sequel to Batman Begins (2005) and The Dark Knight (2008). The Dark Knight Rises is intended to be the conclusion of the series. Christian Bale, Michael Caine, Gary Oldman, and Morgan Freeman will all reprise their roles from Batman Begins and The Dark Knight. The film will take place eight years after the events of The Dark Knight and will introduce the characters of Selina Kyle and Bane—portrayed by Anne Hathaway and Tom Hardy, respectively—two villains from the Batman mythology.