Mountain Dew to launch new energy soda
October 19, 2005
by Eric Schroeder
PURCHASE, N.Y. — Mountain Dew on Wednesday said it will "bridge the gap between energy drinks and soda" with the launch of MDX, a new soda that features the citrus flavor of Mountain Dew, but is fueled by such ingredients as ginseng, guarana, taurine, and D-ribose, helping to provide a higher level of energy than regular soda. MDX will hit stores nationwide on Nov. 1.
The launch of MDX also marks the debut of a new and unique single-serve 14-oz PET bottle. MDX’s exclusive packaging is convenient, portable and features a resealable cap and easy-to-grip bottle. The clear bottle also highlights the neon green look of the beverage.
"Mountain Dew helped create the energy category and MDX is the next logical step in our evolution," said Katie Lacey, vice-president of marketing, carbonated soft drinks, Pepsi-Cola North America. "Consumers are increasingly looking for energy — witness the explosion of energy drinks — there is great opportunity for an entirely new category. MDX satisfies the consumer who is looking for a boost of energy but refuses to sacrifice taste and refreshment."
The MDX ad campaign will kick off with the debut of a national television commercial during the World Series. In the 30-second spot, owls, raccoons, bats and other nocturnal creatures lip synch to the Lionel Richie classic "All Night Long" while giving a peek into their active nightlife. The print, on-line and radio campaign are fully integrated into the nocturnal theme, offering games and wisdom for those who want to "own the night."
The official MDX web site, www.benocturnal.com, launched Monday.