Mountain Dew Announces ‘Unleash Your X’

PepsiCo Mountain Dew X-MEN CampaignPURCHASE, N.Y. — Mountain Dew® today announced that it is bringing fans around the world closer to the excitement of the summer’s most eagerly awaited blockbuster, 20th Century Fox’s X-MEN: Days of Future Past, with an international, fan-focused digital program – “Unleash Your X.”

The “Unleash Your X” campaign brings the digital Dew Nation exclusive video content: compelling behind-the-scenes interviews with the film’s leading talent including Hugh Jackman, James McAvoy, Michael Fassbender, Jennifer Lawrence,Halle Berry, Ian McKellen, Patrick Stewart, Ellen Page, Evan Peters and BooBoo Stewart. From set stories to analysis of the characters’ journeys through the seventh film in the X-MEN franchise, the video series of never-been-seen footage gives fans unprecedented access to, and knowledge of, the film they are counting the days for. Each week over the course of the seven-week program, videos are unlocked exclusively on Mountain Dew Facebook pages in nearly 30 countries.

Kurt Frenier, Vice President, Global Brand Development, Beverages, PepsiCo comments: “Just as every X-MEN mutant has their ‘X’ – or their own individual power – Dew is encouraging fans around the world to express their unique skills and passions. The ‘Unleash Your X’ program shares X-MEN: Days of Future Past content that fans can only get through Dew. We’re taking the Dew Nation inside the film in ways no other brand can.”

Users can also explore and share character dossiers with images, posters and information, create their own mutant profile sharing their personal ‘X’ and enter for X-MEN: Days of Future Past prizes and once-in-a-lifetime opportunities.

In addition to the digital experience, the “Unleash Your X” campaign includes a television commercial (:30 and :60) expected to air across more than 15 international countries. The creative, integrating the power of Mountain Dew and exciting X-MEN: Days of Future Past footage, takes our fans through a neon liquid journey. As the Dew explodes, each droplet features exciting sequences from X-MEN: Days of Future Past.

Anna Roca, SVP of International Promotions at 20th Century Fox adds: “We’re excited to partner with Mountain Dew ahead of the international release of X-MEN: Days of Future Past on May 23rd. Whether you are a longtime fan of the X-MEN universe or a newcomer who wants to get in the know before going to see the film, the Mountain Dew ‘Unleash Your X’ experience is a great place to build excitement for this blockbuster.”

Notes to Editors:

About 20th Century Fox:
One of the world’s largest producers and distributors of motion pictures, 20th Century Fox Film produces, acquires and distributes motion pictures throughout the world.  These motion pictures are produced or acquired by the following units of 20th Century Fox Film:  Twentieth Century Fox, Fox 2000 Pictures, Fox Searchlight Pictures, Fox International Productions, and Twentieth Century Fox Animation.

About PepsiCo:
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales.  Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world.  PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo.  We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate.  For more information, please visit