• Ad Age, Monday, April 16, 2007 11:15 AM

Pepsi is readying a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew. It will carry the name of the much-anticipated Xbox 360 "Halo 3" video game that will be released in August. Touted as the first soft drink created for and co-branded with a video game, the new Dew is positioned as "game fuel."

Images of the drink on Llama.com show a 20-ounce bottle with the "Halo 3" logo and an image of its central character, Master Chief, along with the words "Game Fuel" and "limited edition." According to a bulletin-board post, the drink contains 48 milligrams of caffeine per eight ounces, for a total of 120 milligrams per bottle.

Pepsi didn't offer many details, but according to one bottler, it expects the product to be "huge" among college-aged students in the three months or so it is on the market. "Halo 3" is expected to sell between 2.75 million and 3 million units for Microsoft in its first two months, according to Nick Williams, analyst and marketing manager for Fox Interactive Media's IGN GamerMetrics.

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