Mountain Dew® Joins X-MEN: Days of future past universe with official partnership

Mountain Dew brings fans closer to the action of the blockbuster franchise 

Dubai, May 11th  2014 – #DEWXMENDOFP – Mountain Dew® today announced an official international-wide partnership with 20th Century Fox's X-MEN: Days of Future Past, this summer's most eagerly awaited blockbuster, signaling the start of a robust campaign that will see Mountain Dew bring fans around the world closer to the film. 

With a star-studded international cast including Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence, Halle Berry, Ian McKellan and Patrick Stewart led by Director Bryan Singer, the seventh film in the X-MEN franchise unites stars from across the X-MEN generations for an epic cinematic journey of good versus evil. 

Building on more than a decade of successful entertainment partnerships, Mountain Dew is launching its largest-ever international entertainment promotion. A powerful team, the Mountain Dew and X-MEN: Days of Future Past partnership sparks an immersive, fan-focused campaign by Mountain Dew, reaching the “Dew Nation” in nearly 30 countries. 

Kurt Frenier, Vice President, Global Brand Development, Beverages, PepsiCo comments: “Mountain Dew is a global brand fueled by self-expression, confidence and authenticity, qualities that are also anchored in the iconic X-MEN film franchise. To celebrate these shared passions, we're excited to bring our fans and customers around the world an immersive program of engaging content, money-can't-buy experiences and exclusive promotions, all designed to bring them closer to what is expected to be this summer's biggest blockbuster.”

The promotional campaign engages consumers across virtually every imaginable touchpoint – from in-store and special commemorative packaging featuring X-MEN: Days of Future Past characters and exciting prizes, to custom cinema programs, a global television commercial and digital and social platforms sharing exclusive behind the scenes content. 

Anna Roca, SVP of International Promotions at 20th Century Fox adds: “We are thrilled to welcome Mountain Dew into the X-MEN: Days of Future Past world. The adventurous, energetic attitude of their fan base mirrors the franchise's own – and their international reach helps bring our beloved mutants to more corners of the world than ever before.”

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