Mtn Dew leverages its World Wrestling Entertainment (WWE) tie-up by embedding a limited edition Pitch Black beverage flavour into the flagship Royal Rumble event in late January.
PepsiCo’s marketers have linked up with WWE’s brand partner team to ‘bring the limited-time beverage out of hiding and into the darkness’ at The Royal Rumble on 28 January at the Alamodome (San Antonio, Texas) for an activation that places the brand at the heart of the entire event.
Mtn Dew Pitch Black, a citrus punch version of the soft drink which has been in and out of availability during recent years, will return for a limited period in January for the ‘Mtn Dew Pitch Black Match’ between Bray Wyatt and LA Knight where the brand integration will highlight Pitch Black’s return to stores as well as Wyatt’s return to the ring for his first televised match since rejoining WWE in October.
As well as Mtn Dew Pitch Black branding incorporated into LED signage elements (including on the ring skirts and ring posts), the activation will see the bout take place in a specially darkened arena and will include a suite of visual effects conveying the action in the ring to viewers at the event and those steaming the show on Peacock (in the USA and on the WWE Network (worldwide). Plus, the brand’s limited-time flavour will receive additional exposure through in-broadcast and digital promotions.
PepsiCo initially announced a limited return in November (with a zero-sugar option) on Twitter (a post that drew 4,400 likes), followed by an evolving December/January social tease.
You can stop asking. Mtn Dew Pitch Black is coming back. Celebrate accordingly.
— Mountain Dew® (@MountainDew) November 15, 2022
Some things are worth waiting (a little longer) for… Mtn Dew Pitch Black will be returning to stores for a limited time starting January 16
— Mountain Dew® (@MountainDew) December 29, 2022
what are you all gonna do the next few weeks when Pitch Black is out? Maybe you’ll finally ask us about us
— Mountain Dew® (@MountainDew) January 6, 2023
The @MountainDew Pitch Black match is coming! #ad pic.twitter.com/Imu4adoDUT
— WWE (@WWE) December 26, 2022
Advantage: LA Knight! Time to take out Bray Wyatt and get my hands on some @mountaindew Pitch Black!
.#LAKnight #YEAH #LetMeTalkToYa #RoyalRumble #ad pic.twitter.com/WfMgP5iBCJ— LA Knight (@RealLAKnight) January 6, 2023
Does @RealLAKnight feel good? YEAH!
He's showing no fear as his @MountainDew Pitch Black Match against #BrayWyatt at #RoyalRumble creeps closer.#SmackDown pic.twitter.com/GxEd5Qv9YU
— WWE (@WWE) January 7, 2023
“Mtn Dew is thrilled to partner with WWE and its passionate fan base as we welcome back Mts Dew Pitch Black and introduce Mtn Dew Pitch Black Zero Sugar,” commented Mtn Dew Marketing VP JP Bittencourt.
While, according to Craig Stimmel, Senior VP and Head of Global Sales and Partnerships for WWE, the partnership illustrates how WWE embeds its own high-flying take on sport entertainment storytelling into its partner brand marketing.
“There are some unique things we are doing with this match that will put Pitch Black right in the centre of the action,” added Stimmel. “We can tell stories inside sports entertainment unlike any other property because we can script a buzzer-beater every night. One of the things we’ve always been great at is telling stories inside our own arena. With Pitch Black, we’re weaving brand storytelling and the brand narrative into the ethos of who the WWE is. It’s a really nice intersection because it gives you that authentic connection with the viewership that is sometimes hard to get elsewhere.”
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WWE has previously partnered with brands for specific events – such as Pure Life Water at 2022’s ‘SummerSlam’ – as brands seek to leverage its blend of audience size, social media reach and its one-stop shop, all-in ownership approach that most other sports lack.
Indeed, with so many other sports partnerships, brand marketers need to go to an agent in order to find a player and to sign long terms partnerships with team and leagues and broadcasters, but WWE owns of the IP and thus offers a simpler and more controllable option.
Mtn Dew Pitch Black launched back in 2004 and has been available during several periods since including between 2016 and 2019.
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