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Blue Shock

Blue Shock is a Mountain Dew Freeze/Slurpee Flavor available since June 2002 initially only at 7-Eleven gas stations before being spreading to several other gas stations and as a soda in other countries in the 2010s.

Description[]

Blue Shock is a Berry Citrus flavor of Mountain Dew and has a cobalt blue look, often compared to Voltage, another blue variant, which is instead Raspberry flavored with Ginseng.

Tagline[]

Its tagline is "DEW with a Blast of Berry Citrus Flavors." while its international tagline is "DEW Charged with Raspberry Citrus Flavour."

History[]

(2002 - 2019?) 7-Eleven[]

On November 11th, 2001, PepsiCo filed a trademark for Blue Shock titled "MTN DEW BLUE SHOCK."[1]

After experiencing the major success of the Code Red Freeze[2] in the Summer of 2001, Mountain Dew Blue Shock was released[3] beginning in early June during the Summer of 2002 in the United States and Canada, only as a Slurpee for a limited time at participating locations[4].

During its release, a limited-edition special 28-ounce, blue-tinted Slurpee cup and dome lid featuring the Blue Shock logo were made for this release, retailing at a 99-cent price[5]. Additionally, it was the featured flavor in July 2002 when 7-Eleven celebrated its 75th anniversary. In addition, a commercial[6] that was targeted towards the teen demographic aired. This limited-time release proved successful, and both PepsiCo and 7-Eleven decided to keep it as a permanent Slurpee flavor.

In 2005, it had a rework when Blue Shock received the new logo. The new logo also saw the flavor being renamed from "Blue Shock" to "Blue Shock Freeze."

From August to September of 2008[7], a campaign for the Blue Shock Freeze was promoted as the Slurpee drink for the Brooklyn Cyclones, a minor league team in New York State. The campaign's goal was to establish a business relationship with the team and 7-Eleven.

After Blue Shock Freeze was promoted in other materials, it remained a steadily popular Slurpee flavor until 2019[8]. Currently, Blue Shock Freeze is now considering being discontinued from 7-Eleven and Circle K. It remains available in one regional gas station chain called Royal Farms.

(2010s - 2020?) Circle K[]

In the 2010s, Blue Shock Freeze was released as a Froster Freeze in Circle K locations across the U.S. However, it appears to have been discontinued (although unconfirmed), as it was last seen in January 2020[9].

(2020 - Present) Royal Farms[]

In early 2020[10], Blue Shock Freeze was released as a Freeze in Royal Farms and is available as of September 2023[11].

International release[]

Canada[]

(2002 - 2014, 2020 - Present) 7-Eleven[]

In 2002, following the American release of Blue Shock, it was released in 7-Eleven gas stations across Canada as both a Slurpee[12] flavor and a fountain drink. Like the American release that lacked caffeine, this release lacked caffeine also.

This release lasted until 2014 and was discontinued for unknown reasons.

In 2020, Blue Shock Slurpees started showing up sporadically as a 7-Eleven exclusive again. It seems to be released in the late summer and leaves during spring yearly.

Starting in September 2022, 7-Eleven started promoting Blue Shock on social media, using it in the "How Cold Is Too Cold?!" campaign as a means to advertise the Slurpee during the icy Canadian winter.

(2019 - Present) Circle K and Husky[]

In 2019, a few years after its discontinuation, it later was re-released as a Freeze flavor throughout certain gas station convenience stores such as Husky[13] and Circle K[14]. This version has introduced caffeine as an ingredient, keeping in line with other Canadian Mountain Dew products after 2012.

Malaysia[]

(2013) Limited-Time 7-Eleven Slurpee release[]

In March 2013, the official Facebook page for 7-Eleven Malaysia announced[15] that Blue Shock would be released as a Slurpee flavor at participating 7-Eleven locations in the country. This was likely a limited time offering, as it was discontinued later on in the year.

(2014 - Present) Soda release[]

The following year, Blue Shock was released in Malaysia alongside LiveWire by Permanis Malaysia, later named Etika Holdings.[16] It was released as part of DEWmocracy Malaysia, in-which the promotion pitted the newcomer alongside existing varieties LiveWire and Pitch Black in a battle to become Malaysia's favorite Mountain Dew variety. After a steady battle between the three Dew flavors, Blue Shock was announced as the winner of the promotion.

Despite the regular variety and Pitch Black undergoing "half-diet" formula changes in 2021, Blue Shock continues to use its full-sugar recipe.

The Philippines[]

(2016) Soda release[]

In 2016, DEWmocracy Philippines took place, and with that Blue Shock was introduced into the country. The promotion pitted the drink against existing variety LiveWire to be the next permanent Dew flavor in a national voting session for fans to vote on their favorite of the two flavors. However, no winner was announced, and both Dew flavors were discontinued the following year.

Singapore[]

(2015 - 2020) Soda release[]

On May 26th, 2015, following their Avengers: Age of Ultron promotion, the Mountain Dew Singapore Facebook page announced the release of Blue Shock in the country as a 7-Eleven exclusive.[17]

In 2020, the drink was removed as a listing on Etika Holdings' website and is no longer displayed on Mountain Dew's social media profiles, meaning that the flavor has been discontinued in the country. [18]

Pakistan[]

(2016) Soda release[]

In 2016, DEWmocracy Pakistan took place, which introduced Blue Shock, LiveWire, and Pitch Black into the country. The promotion pitted all three flavors in a battle to be the next permanent Dew flavor in a national voting session for fans to vote on their favorite of the three flavors. After a steady battle between the three Dew flavors, Blue Shock and LiveWire lost to Pitch Black in a live announcement on August 1st, 2016, and it was discontinued shortly afterwards.

Trivia[]

  • When Blue Shock Freeze was released in 7-Eleven stores as a Slurpee, many rumors were circulating about the flavor in the 2000s.
    • It was claimed to be "originally tested in the city of Chicago[19], but failed to sell in the test market." This claim is fake because this rumor could be from misinformed visitors from a reviewer from Chicago who tried it but didn't recommend the Slurpee as the reviewer stated that it "tasted very fake."
    • It was also claimed that its formulation was "sold to Faygo to use as the formulation for their Moon Mist Blue flavor."
    • While Blue Shock has only been available as a Freeze flavor in the United States, many rumors have circulated of a store release in bottles and cans.

References[]

  1. https://uspto.report/TM/78094598
  2. https://www.youtube.com/watch?v=lzUTl9lsIoQ
  3. https://csnews.com/7-eleven-launches-new-slurpee
  4. https://www.reddit.com/r/mountaindew/comments/whuj9x/mountain_dew_blue_shock_slurpee_sign_from_2002/
  5. https://web.archive.org/web/20080725065755/http://www.bevreview.com/2002/06/10/coming-soon-mountain-dew-blue-shock/
  6. https://www.youtube.com/watch?v=VC1U5mKd8NE
  7. https://csnews.com/7-eleven-launches-new-slurpee
  8. https://www.reddit.com/r/mountaindew/comments/cwv9em/blue_shock_is_back_copyright_2019_on_label/
  9. https://www.reddit.com/r/mountaindew/comments/eo38du/look_what_i_found_dewnation_mountain_dew_blue/
  10. https://www.reddit.com/r/mountaindew/comments/fxiokz/got_some_blue_shock_today_definitely_the_best_dew/
  11. https://www.reddit.com/r/mountaindew/comments/16crcon/saw_blue_shock_freeze_at_royal_farms_in_astonpa/
  12. https://www.flickr.com/photos/drbethsnow/2659625103/
  13. https://www.reddit.com/r/mountaindew/comments/cay800/mtn_dew_blue_shock_slush_found_in_canada_at_a/
  14. https://www.reddit.com/r/mountaindew/comments/cv0ffe/found_some_mtn_dew_blue_shock_in_kitchener/
  15. https://www.facebook.com/7ElevenMalaysia/photos/a.586891621347925/504939662876455/
  16. https://www.etikaholdings.com/brands/mountain-dew
  17. https://www.facebook.com/MountainDewSg/photos/953638781324342/
  18. https://www.etikaholdings.com/singapore/brands/mountain-dew
  19. https://web.archive.org/web/20120714042147/http://www.bevreview.com/2002/06/11/review-mountain-dew-blue-shock/
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