Mountain Dew Wiki
Advertisement
Mountain Dew Wiki


The original Game Fuel promotion was a series of promotional flavors to coincide with new video game releases, earn prizes, and promotional material. It began in 2007 when there were recurring releases of Game Fuel branded flavors of Mountain Dew, which continued until 2017.

In 2019, a new lineup of flavors under the name Game Fuel released. Formerly known as Amp Game Fuel, these drinks come in a 16 oz. resealable can, and contain vitamins intended to increase gamer alertness and accuracy. The drinks are sold year-round, and have effectively succeeded the original Game Fuel promotional flavors.

Description

Beginning in 2007, the Game Fuel drink lineup 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 would usually include a gaming-themed promotion, such as codes for double XP or other gaming-related prize promotions.

History

(2007) Halo 3

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 some places.

This 2007 release, in particular, 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" relating to how you enter codes from the cap to get that "extra perk" in the game itself.

From this point onwards, this Game Fuel Promotion would be more than just a one-off promotion PepsiCo did for video games.

(2009) World of Warcraft

Two WoW Bottles.

Game Fuel (Citrus Cherry) has returned and sparked the first time that a new companion flavor was brought to light, Game Fuel (Wild Fruit) in the Summer of 2009 for a limited time 10 week run. It got a rebranded design to coincide with the Online MMORPG, World of Warcraft.

This 2009 release didn't accompany and specific expansion or game release, and it was more just there to promote World of Warcraft itself. Citrus Cherry's flavor formula remained the same, and it was marketed under the name "Mountain Dew Game Fuel Horde Red" as it represented the Horde, while and "Mountain Dew Game Fuel Alliance Blue" (Game Fuel (Wild Fruit)) represented the Alliance.

(2011) Call of Duty: Modern Warfare 3

Cod MW3 Bottles.

Game Fuel (Citrus Cherry) returned yet again with another new companion flavor, Game Fuel (Tropical) in October 2011 for a limited time. It got; another rebranded design to coincide with a video game shooter, Call of Duty: Modern Warfare 3.

This time around, the two Dew flavors feature generated codes from under the bottle cap that earns players double experience points (2XP), where consumers had to go 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 get 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. When the Dew XP promotion ended, both Dew flavors were discontinued until the following year.

(2012) U.S. Halo 4

Citrus Cherry's 2012 bottle design.

Game Fuel (Citrus Cherry) has returned yet again for another limited time but this time, no Dew flavor companion was released alongside it. Citrus Cherry was officially released on October 15th for a limited time, where it received a different rebranded design to coincide with a new video game, Halo 4 as a part of the Dew XP Promotion.

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's packaging reverted to its usual branding.

(2012) U.K. Halo 4

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 22, 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 can 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.jpg

Game Fuel (Citrus Cherry) returned again with another new companion flavor, Game Fuel (Electrifying Berry) in August 2013 for another limited time. However, unlike previous promotions, the two Dew flavors were supporting different games, Game Fuel (Citrus Cherry) supporting Dead Rising 3 as well as a Forza 5, and Game Fuel (Electrifying Berry) supporting Ryse: Son of Rome as well as Kinect Sports Rivals.

These two paired Dew flavors also gave 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.png

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

Game Fuel (Citrus Cherry) returned yet again with another new companion flavor, Game Fuel (Lemonade) in October 2014 for another limited time. It was officially released on October 6th for a limited time, where it received a different rebranded design to coincide with a video game shooter, Call of Duty: Advanced Warfare. The two Dew flavors stayed on shelves until the end of the year when the promotion ended, after which Game Fuel (Lemonade) got discontinued while Game Fuel (Citrus Cherry)'s packaging reverted to its usual non game-specific design.

(2015) Black Ops III

Game Fuel Berry Lime Still.png

Game Fuel (Citrus Cherry) returned yet again with another new companion flavor, Game Fuel (Berry Lime) in October 2015 for another limited time. It was officially released on October 5th for a limited time, where it received a different rebranded design to coincide with a video game shooter, Call of Duty: Black Ops III. As was the case before, the two Dew flavors stayed on shelves until the end of the year when the promotion ended, with Game Fuel (Berry Lime) being discontinued while Game Fuel (Citrus Cherry)'s packaging once again reverted to its usual non game-specific design.

This 2015 limited-time release of its original flavor formula was its last glimpse before being reformulated, changing the formula containing both HFCS & the artificial sweeteners, Acesulfame Potassium, and Sucralose/Splenda. This change brings the drink to 100 calories per standard can and 170 calories per standard 20-ounce bottle. The reason for the formula change is unknown.

(2016) Titanfall 2

Tf2mtdew.jpg

Game Fuel (Citrus Cherry) returned yet again with another new companion flavor, Game Fuel (Mango Heat) in October 2015 for another limited time. It was officially released on October 1st for a limited time, where it got a different rebranded design to coincide with a video game shooter, Titanfall 2. As expected, the two Dew flavors stayed on shelves until the end of the year when the promotion ended, 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 coinciding with a new release of a video game. After the backlash of its "half-diet" formulation, PepsiCo (Mountain Dew's parent company) decided to make it a regular Dew flavor throughout the near future.

(2017) Every60Seconds

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

PepsiCo did consider giving it a return but it didn't come to fruition and as a result, Game Fuel (Citrus Cherry) did not return in the Every60Seconds promotion for 2017. Instead, PepsiCo decided to bring back two Dew flavors that had not been out for over 5 years. These two Dew flavors were Game Fuel (Arctic Burst), a Slurpee flavor intended to promote the theatrical release of Superman Returns in 2006 and then Game Fuel (Tropical Smash), one of seven prototype Dew flavors for DEWmocracy II in 2009.

The two Dew flavors were supporting different games, Game Fuel (Arctic Burst) supporting Middle-earth: Shadow of War, and Game Fuel (Tropical Smash) supporting 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 for Every60Seconds. 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) got 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 got transferred into a new line of energy drinks called Amp Game Fuel (abbreviated to Game Fuel in 2021) was released in January 2019.

Notes

  1. Outliers to this release schedule did exist. However, - 2007 and 2012 only saw Citrus Cherry, with no companion flavor; 2017 featured two brand-new flavors and a planned Citrus Cherry release but was canceled.

Gallery

Advertisement