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Mountain Dew partners with X-Men

Mountain Dew has announced an official international partnership with 20th Century Fox’s X-Men: Days of Future Past.

Managed by creative agency Motive, the campaign builds on more than a decade of successful entertainment partnerships. This is Mountain Dew’s largest-ever international entertainment promotion.

The global TVC will launch at the end of April and aiming Mountain Dew around the world. 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.

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 various touchpoints – from in-store and special commemorative packaging featuring X-Men 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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