• August 14, 2007

Pepsi is launching Mountain Dew Game Fuel in conjunction with Microsoft's Xbox 360 title, "Halo 3," expected Sept. 25.

"This is the first time we've created a beverage for an entertainment property, in fact, we believe this is the first time a soft drink has been created specifically for a video game," says Frank Cooper, vice president of marketing for Mountain Dew, in a release.

Mountain Dew Game Fuel will be supported with a marketing campaign led by a national TV commercial produced by BBDO New York. The TV ad debuts today and features a short clip from Halo 3. In addition, an online campaign directs consumers to mountaindew.com/gamefuel.