@@img1PURCHASE, N.Y. – October 19, 2005 – Mountain Dew will bridge the gap between energy drinks and soda with the launch of MDX. Pioneering a new category of “energy sodas,” MDX features the familiar citrus flavor of Mountain Dew, but is fueled by a “power pack” of ingredients including Ginseng, Guarana, Taurine, and D-Ribose, helping to provide a higher level of energy than regular soda. MDX will hit stores nationwide on November 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 re-sealable cap and easy-to-grip bottle. The clear bottle also highlights the cool 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, VP-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 TV commercial, created by BBDO, 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 us a peak into their active nightlife. The print, online 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 October 17.
About Power Pack
The ingredients in the “power pack” are commonly found in energy drinks.
Below is a description of the ingredients, as sourced from PDR: Physicians’ Desk Reference for Herbal Medicines.
Ginseng: A perennial herb that comes from the roots of Panax or American ginseng, the main active components of ginseng are called ginsenosides, which may have antioxidant properties. Ginseng is often called a tonic for its wide-ranging reported benefits.
Guarana: Guarana is a nut-like seed of a climbing vine primarily grown in Brazil. It is reported to enhance physical and mental performance.
Taurine: One of the most abundant amino acids found in the muscles of the body, Taurine is a building block for making protein. It has been reported to help maintain cardiovascular health and to enhance performance. Meat, poultry, eggs, dairy products, and fish are good sources of taurine in the diet.
D-Ribose: A common sugar present in the cells of both animals and plants, D-Ribose is involved in metabolism to provide energy used by our cells. It is also involved in the body’s manufacture of ATP (adenosine triphosphate), the source for energy used by all cells.
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, Mug, Slice, Aquafina, Aquafina FlavorSplash, Aquafina Sparkling, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.
Pepsi-Cola North America