Pepsi is bringing back Mountain Dew Pitch Black II, but this time a sour bite has been added to the black grape soft drink.
The limited-time offer runs nationwide for a 10-week period beginning this week until November, maker Pepsi-Cola North America said. The beverage comes in 20-ounce bottles, two-liter bottles and 12-packs of 12-ounce cans.
“Every great movie deserves a sequel,” said Katie Lacey, VP-marketing carbonated soft drinks, in a statement.
The addition of a sour bite plays into the popularity of sour flavors well liked by tweens and young adults.
Last year, Mountain Dew Pitch Black had a successful run, appearing in August and disappearing around Halloween. Repeat levels were high, as were consumer calls asking to bring the beverage back to market, said Pepsi spokesperson Dave DeCecco.
PepsiCo has had other successful limited-time offerings. In March 2004, Mountain Dew LiveWire was brought back to market through August and added a 10% volume swing to the Mountain Dew trademark. And last November, Pepsi Holiday Spice debuted for the holidays.
TracyLocke, Wilton, CT, created P-O-P materials and Tribal DDB Dallas crafted an Internet marketing campaign at Pitchblackexperiment.com.
At the Web site, a redheaded character named Cliff is conducting a “Pitch Black Experiment” by living in total darkness for 90 days. On Oct. 9, NASCAR’s Jeremy Mayfield will drive the Mountain Dew Pitch Black II car at the Nextel Cup race in Kansas City.
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