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The original Game Fuel promotion was at first a series partner with 2005's Every10Minutes and 2006's DirecTV's Championship Gaming Series with Xbox 360. It was rebranded in Fall 2007 when there were recurring releases of promotional Game Fuel branded flavors of Mountain Dew to coincide with new video game releases, earn prizes, and promotional material, which continued until 2017 before resuming in 2023.

In 2019, a new lineup of flavors under the name Game Fuel released. Formerly known as Amp Game Fuel, these drinks came in a 16 oz. resealable can, and contained vitamins intended to increase gamer alertness and accuracy. The drinks effectively succeeded the original Game Fuel promotional flavors until their discontinuation in 2023, with the original Game Fuel promotion resuming that year.

Description

In 2005 and 2006, the Game Fuel branding was to promote Xbox 360 and gaming related events. In 2007, it was rebranded as a drink lineup which promoted recently released video games. The promotion traditionally included a limited-time release of recurring flavor Citrus Cherry alongside a brand-new flavor.[1] The Game Fuel promotion usually included a gaming-themed promotion, such as codes for double XP or other gaming-related prize promotions.

History

(2005) Every10Minutes

Main article: Every10Minutes

The Every10Minutes promotion took place in 2005. While the promo was slated to take place in the following months, oil tanker trucks seen outside of the E3 event with the Game Fuel logo started to promote Every10Minute's website with Xbox 360 branding.

(2006) DirecTV's Championship Gaming Series

In 2006, the same oil tanker trucks were again seen outside of the E3 event with the Game Fuel logo - this time to promote DirecTV's Championship Gaming Series website - with same Xbox 360 branding. In a G4 interview, it was revealed that this 2006 promotion held a chance to win one million dollars at this event for gamers. During the G4 TV interview, the same black and yellow Game Fuel logo were seen in the background. It is unknown who won the one million dollars.

(2007) Halo 3

Halo label

2007 Halo Bottle Design.

Game Fuel (Citrus Cherry) was first released in stores with Halo 3 branding from August 13th, 2007 to November 4th, 2007 for 12 weeks nationwide in the United States in various sizes such as 20-ounce bottles, 2-liter bottles, 12-packs, and a Green Label Art 16-ounce bottle. It was also available in the Slurpee for about half of a year in Select 7-Eleven Locations.

This 2007 release was intended to coincide with a new Xbox 360 video game called "Halo 3." Since this is the first time that PepsiCo, the parent company, teamed up with a newly released video game, there weren't any "extra perks" such as codes under the lid as would appear in future promotions.

(2009) First World of Warcraft promotion

Game Fuel WoW Bottles

Two WoW Bottles.

Game Fuel (Citrus Cherry) returned two years later in summer 2009 alongside a spinoff flavor, Game Fuel (Wild Fruit). Both flavors were available for a limited 10 week run, with this release marking the first time that Game Fuel (Citrus Cherry) was released with a new spinoff flavor. It received a rebranded design to showcase the Online MMORPG, World of Warcraft.

This 2009 release didn't accompany a specific expansion or video game release, and instead simply served to promote World of Warcraft (which had been released five years earlier in 2004) itself. Citrus Cherry's flavor formula remained the same and was marketed under the name "Mountain Dew Game Fuel Horde Red", representing the Horde. Its companion flavor Game Fuel (Wild Fruit) was marketed as "Mountain Dew Game Fuel Alliance Blue", representing the Alliance.

(2011) Call of Duty: Modern Warfare 3

Fuel

Cod MW3 Bottles.

Game Fuel (Citrus Cherry) returned in October 2011 for a limited time, and released with a new spinoff flavor, Game Fuel (Tropical). It received a new design to promote the release of the first-person shooter video game Call of Duty: Modern Warfare 3.

For this promotion, the two Dew flavors feature generated codes from under the bottle cap that earned players double experience points (2XP), where consumers went to the Dew XP website to enter them. The Dew XP website had to be linked through the Call of Duty online account before you would obtain the double XP (2XP) in-game. It also awarded consumers access to exclusive giveaways of Call of Duty themed promotional material.

Game Fuel (Citrus Cherry)'s formula remained unchanged. The two paired Dew flavors stayed on shelves until the end of the year.

(2012) U.S. Halo 4

Game Fuel 2012 Bottle Design

Citrus Cherry's 2012 bottle design.

Game Fuel (Citrus Cherry) returned the following year for another limited time. For this release, however, no spinoff was released alongside it. Citrus Cherry was officially released on October 15th for a limited time, where it received a new design to promote a new video game, Halo 4. The Dew XP promotion from the previous year also returned.

Much like the previous year, this Dew XP promotion allowed fans to go online and enter codes found on specially-marked Mountain Dew and Doritos packaging. These codes unlocked extra in-game experience for their career in Halo 4. The Dew XP promotion ended on January 31st, 2013, and Game Fuel (Citrus Cherry) was subsequently discontinued while Doritos' packaging reverted to its usual branding.

(2012) U.K. Halo 4

Game Fuel Energy Bottle

Game Fuel Energy U.K. bottle design.

Throughout August 2012, the official Facebook page for the Mountain Dew UK team released a series of images, each one revealing more information about an upcoming promotion. The final image, posted on August 22nd, revealed that the United Kingdom would be getting their own Game Fuel variant to coincide with the upcoming Xbox 360 game Halo 4. Similar to the American cherry-citrus flavor, this variant was a bright red-orange colored drink, with a raspberry-citrus flavor. The packaging featured Halo 4 artwork and logos, as well as codes that could be redeemed online to enter fans for a chance to visit the headquarters of the game's developer, 343 Industries.

(2013) Every2Minutes

Game Fuel 2013 - 2

Game Fuel (Citrus Cherry) returned in August 2013 for a limited time with a new spinoff flavor, Game Fuel (Electrifying Berry). Unlike previous promotions, the two Game Fuel flavors were promoting different games, Game Fuel (Citrus Cherry) promoting Dead Rising 3 and Forza 5, and Game Fuel (Electrifying Berry) promoting Ryse: Son of Rome and Kinect Sports Rivals.

The two Game Fuel flavors also offered a chance to win an Xbox One online that the website auction off one Xbox One for Every2Minutes. This promotion had the same concept as 2005's Every10Minutes and 2017's Every60Seconds in this case. In addition to this, the Slurpee form of Game Fuel (Citrus Cherry) was brought back to coincide with this limited-time release. The two Dew flavors stayed on shelves until the end of the year, where both were discontinued until the next year.

(2014) Call of Duty: Advanced Warfare 

Dew GameFuel Lemonade 20
Main article: Fuel Up For Battle

In May 2014, Game Fuel (Citrus Cherry) was released in stores as a permanent flavor in most regions in the United States with no prior announcement in two sizes, 20-ounce bottles, and 12-packs. For the first time, this version of Citrus Cherry did not feature a game promotion.

The Game Fuel promotion returned again in October 2014 for a limited time with another new spinoff flavor, Game Fuel (Lemonade), where both flavors received a new design to promote the first-person shooter video game Call of Duty: Advanced Warfare. The promotion ran until the end of the year after which Game Fuel (Lemonade) was discontinued while Game Fuel (Citrus Cherry)'s packaging reverted to the non game-specific design it had used in the months prior to the promotion.

(2015) Call of Duty: Black Ops III

Game Fuel Berry Lime Still

The Game Fuel promotion returned in October of the following year for a limited time with another new spinoff flavor, Game Fuel (Berry Lime). It was officially released on October 5th of that year, where both flavors received a new design to promote another Call of Duty video game, Call of Duty: Black Ops III. The promotion ran until the end of the year with Game Fuel (Berry Lime) being discontinued (although its Freeze variant remains available in very limited capacity to this day) while Game Fuel (Citrus Cherry)'s packaging once again reverted to its usual non game-specific design.

This 2015 limited-time release of Game Fuel (Citrus Cherry) was its last release before being reformulated, changing the formula to contain both HFCS and several artificial sweeteners such as Acesulfame Potassium and Sucralose/Splenda (popularly referred to by the community as Half-Diet). This change brings the drink down to 100 calories per standard can and 170 calories per standard 20-ounce bottle.

(2016) Titanfall 2

Game Fuel Mango Heat bottle

The Game Fuel promotion returned in October of the following year for a limited time release with another new spinoff flavor, Game Fuel (Mango Heat). It was officially released on October 1st of that year, where both flavors received a new design to promote the shooter video game Titanfall 2. The promotion ran until the end of the year with Game Fuel (Mango Heat) being discontinued and Game Fuel (Citrus Cherry)'s packaging reverting to its usual non game-specific design.

This particular release was Game Fuel (Citrus Cherry)'s last limited-time release as a Game Fuel flavor until 2023, as well as its last release coinciding with a new release of a video game.

(2017) Every60Seconds

GAME FUEL 2017

Game Fuel 2017 flavors, Arctic Burst and Game Fuel (Tropical Smash)

PepsiCo considered a return for Citrus Cherry in 2017 for the Every60Seconds but it did not come to fruition. Instead, a new spinoff flavor, Game Fuel (Tropical Smash), was released alongside Game Fuel (Arctic Burst), which was originally released in 2006 as a Slurpee flavor to promote the theatrical release of Superman Returns.

The two Dew flavors were promoting different games, Game Fuel (Arctic Burst) promoting Middle-earth: Shadow of War, and Game Fuel (Tropical Smash) promoting Forza Motorsport 7. These two paired Dew flavors also gave consumers a chance to win an Xbox One X online. The website auctioned off one Xbox One X every 60 seconds. This promotion has the same concept as 2005's Every10Minutes and 2013's Every2Minutes in this case.

The Every60Seconds promotion ended on January 3rd, 2018, and both Game Fuel (Arctic Burst) and Game Fuel (Tropical Smash) were subsequently discontinued while Doritos' packaging reverted to its usual branding. This promotion was the last ever original Game Fuel Promotion as the Game Fuel branding was replaced with a new line of energy drinks called Amp Game Fuel (abbreviated to Game Fuel in 2021) in January 2019.

(2023) Halo Infinite & Diablo IV

Game fuel 2023 test bottles

On April 6th, 2023, a post on Reddit surfaced, claiming that Mountain Dew Game Fuel was going to make a return in 2023. Team Supernova corroborated with this source and was sent a picture from the source, leading to another post on Reddit. The picture appeared to show an endcap display at a Kroger-owned store with bottles of Cobra Cane and Thrashed Apple. The endcap was labeled "Game Fuel / Nov - Dec". At this time, fans were conflicted whether this meant that Game Fuel was put on the sheet in error, or if it was slated to release and Cobra Cane's store release would be scrapped and was being used here as a placeholder.

On April 26th, 2023, Team Supernova posted a tweet with a photo attached that confirmed Pepsi's intention to bring back Game Fuel in November 2023 for an 8-week LTO run. Furthermore, the sheet mentioned that a new Game Fuel spinoff flavor would be joining Citrus Cherry on the shelves - Fruit Storm. Due to the information given listing a shelf life comparable to other full sugar Mountain Dew releases over the last few years, it was speculated that Citrus Cherry would be reverting to its full calorie formula for the first time since 2015. This speculation was later confirmed. This release also marked the first time Citrus Cherry would be available in 12-ounce cans since its nationwide discontinuation in late 2019/early 2020.

A photograph of both flavors was post on Reddit in June 2023, revealing that the companion flavor was named Game Fuel (Mystic Punch). Both were tie-ins to Xbox, with Mystic Punch to promote Diablo IV, while Citrus Cherry would promote Halo Infinite. Both flavors once again featured codes under the caps and inside of the 12-pack boxes that could be redeemed for prizes on MTNDEWGAMING.com. The flavors officially released on November 6th, 2023 and remained until the end of the year when the promotion ended, after which both Citrus Cherry and Game Fuel (Mystic Punch) were discontinued.

(2024) Second World of Warcraft promotion

Static-assets-upload11720216249740096186

A leaked image displaying Game Fuel (Citrus Blackberry) in its Sidekick bottle and 6x2 12-pack designs.

On September 22nd, 2023, it was leaked on the Dew Drinker Discord detailing information on PepsiCo's plans and release schedule for 2024 of the majority of flavors. The detailed leak here is as follows: The Summer re-release of Liberty Brew alongside two new flavors, Star Spangled Splash and Freedom Fusion, Game Fuel (Citrus Cherry) alongside Game Fuel (Midnight Mission), two Baja flavors, Baja Laguna Lemonade and Baja Point Break Punch with a Doritos chip flavor, Baja Fiery Mango.

In August 2024, it was revealed that Game Fuel (Midnight Mission) would be renamed as Game Fuel (Citrus Blackberry) and that it would promote World of Warcraft, being the second Game Fuel Promotion to do so after 2009's release of Citrus Cherry and Game Fuel (Wild Fruit).

Trivia

  • A Mountain Dew Game Fuel flavor might have been planned for 2005's Every10Minutes and 2006's DirecTV's Championship Gaming Series promotion. However, a Game Fuel flavor was unintended in the first place until Fall 2007 with Citrus Cherry.

Notes

  1. Outliers to this release schedule did exist. However, - 2007 and 2012 only saw Citrus Cherry, with no companion flavor; 2017 featured a two brand-new flavor along with a discontinued flavor brought back as a Game Fuel flavor, although a Citrus Cherry release was planned but was canceled.

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