Pitch Black is Back, For the First Time

Old Dew with new sour twist available through Halloween

Published in CSP Daily News

PURCHASE, N.Y. -- Pepsi-Cola North said that it will launch Mountain Dew Pitch Black II for a 10-week period from now until November.

It is Mountain Dew with black grape, a metallic silver label and a brand name that the company said consumers love. It is similar to last year's successful limited-time offer, Mountain Dew Pitch Black, but this time, with a sour bite.

Mountain Dew Pitch Black II hits stores nationwide this week in 20-oz. bottles, two-liter bottles, and 12-packs of 12-oz. cans.

Every great [image-nocss] movie deserves a sequel. Consumers loved Mountain Dew Pitch Black and they wanted us to bring it back, but with something new, said Katie Lacey, vice president of marketing for carbonated soft drinks, Pepsi-Cola North America, Purchase, N.Y. Sour flavors are big right now with teens and young adults, so we added a sour bite to Mountain Dew Pitch Black II.

The rollout of the brand will be supported by point-of- purchase materials created by TracyLocke, Wilton, Conn., Pepsi's longtime promotional marketing partner, and by an internet marketing campaign created by Tribal DDB Dallas. The website, www.pitchblackexperiment.com, features a character named Cliff, who shows his devotion to the product by conducting a Pitch Black Experiment by living in total darkness for 90 days.

Also, later this fall, NASCAR's Jeremy Mayfield will drive the Mountain Dew Pitch Black II paint-out car at the Nextel Cup race in Kansas City on October 9.