Pepsi Plots First Beverage, Montain Due, Based on Video Game, Ties to Hot Xbox 360 Title

CHICAGO (AdAge.com) -- "We literally played ['Halo 2'] for three days straight without sleeping," said 21-year-old Russ Petrick of Woodland Park, Colo., whostayed awake by chugging Mountain Dew. "It has 54 milligrams of caffeine. You drink enough of that, it will keep you up."

That's what the Pepsi-Cola North America brand is counting on as it readies a red-hued, citrus-cherry-flavored, limited-edition Mountain Dew that will carry the name of the much-anticipated "Halo 3" for Microsoft's Xbox 360. Touted as the first soft drink created for and co-branded with a video game, the new Dew is positioned as "game fuel."



Images of the drink on service-and-repair site Llama.com show a 20-ounce bottle with the "Halo 3" logo and an image of its central character, Master Chief, along with the words "Game Fuel" and "limited edition." According to a bulletin-board post, the drink contains 48 milligrams of caffeine per eight ounces, for a total of 120 milligrams of caffeine per bottle. The post has shot around gaming fan sites, including pickup on Kotaku.com and one of software producer Bungie's own fan forums. A spokeswoman for Microsoft declined to comment.

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