PepsiCo International launches new Mountain Dew X-treme across GCC markets

Press release

Published February 21st, 2011 - 07:45 GMT

Al Bawaba

PepsiCo International pushes thrill-seekers to new limits with the GCC launch of Mountain Dew X-Treme, a new exciting and exhilarating version of the youth’s favorite soft drink which will be available for a limited time only.

“Innovation has always been at the core of Mountain Dew’s strategic objectives for steady growth,” said Ibrahim Binaquil – Mountain Dew Marketing Manager at PepsiCo GCCI BU. “Our marketing strategy focuses on consumers in GCC and X-Treme’s unique formula was exclusively developed for the region’s market after analyzing what young consumers desire.”

Mountain Dew X-Treme will be available in the markets for a limited period only. Social media will be targeted alongside, TV, strong in-store presence, as vehicles to build awareness and word of mouth for the new drink.

“As a Mountain Dew line extension, one of the fastest growing carbonated soft drink brands across the GCC, X-Treme is for all those who have an adventurous spirit,” said Binaquil. “Like Mountain Dew, X-Treme has a pleasingly unconventional taste that invigorates those extreme sports enthusiasts who have an adventurous spirit and attitude that impels them to continuously push themselves to limits of physical challenges. X-Treme’s unique formula fuels the thrill seeking younger generation with adventurous satisfaction.”

Background Information

Pepsi Cola International

In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the CEO of Frito-Lay, recognized what they called “a marriage made in heaven,” a single company delivering perfectly-salty snacks served alongside the best cola on earth. Their vision led to what quickly became one of the world's leading food and beverage companies: PepsiCo.

For more than 50 years, as tastes, trends and lifestyles have changed, PepsiCo has evolved with them. Our willingness to adapt and grow has transformed our snack and soda company into a collection of global brands including Pepsi and Quaker, Gatorade and Tropicana, Frito-Lay and beyond. Today, PepsiCo is one of the world’s most-respected companies with products sold in more than 200 countries and territories and 22 brands that generate more than $1 billion each in estimated annual retail sales.