The Mountain Dew beverage brand has launched a global campaign to support the upcoming long-awaited ‘The Dark Knight Rises’ movie in nearly 20 countries around the globe, in Americas, Europe, Asia and the Middle East. Prior to the launch of the international activation, which will include on-pack promotion, in-store displays as well as TV, cinema, radio and digital advertising, the brand kicked off a promotion in the US, which includes the DEWGothamCity.com platform to engage fans online.

Photo: A bottle of Mtn Dew Dark Berry

The ‘The Dark Knight Rises’ has become Mountain Dew’s first-ever global campaign, and such a move requires special products. So, at the first stage of the promotion back in June, the brand has released a new flavor, Mtn Dew Dark Berry, inspired by ‘The Dark Knight Rises’—the drink will be available for a limited time only. During the promotion, the brand will invite its consumers and fans of Batman to ‘Go Inside Gotham City’ in multiple ways. According to the press release, the “program activations will vary by market,” so that consumers in different countries could experience the best of the campaign.

“DEW fans in the U.S. and around the world have incredible passion for the Dark Knight franchise. With DEW’s first-ever global campaign we are giving fans the exclusive opportunity to experience Gotham City like never before. Mountain Dew is a tremendously successful brand, and we are excited about continuing to find unique and authentic ways to connect with DEW fans and fuel the growth of the brand around the world,” shared Brad Jakeman, president, Global Beverages Group, PepsiCo.