Mountain Dew has announced an international partnership with X-Men: Days of Future Past. Mountain Dew is planning a campaign designed to bring fans closer to the world of the film.
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 campaign will includes special Mountain Dew packaging featuring characters and prizes from X-Men: Days of Future Past, cinema programs, television commercials and social media sharing of 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.”
The ultimate X-Men ensemble fights a war for the survival of the species across two time periods in X-Men: Days of Future Past. The characters from the original X-Men film trilogy join forces with their younger selves from X-Men: First Class in an epic battle that must change the past - to save our future.
X-Men: Days of Future Past comes to theaters May 23, 2014.