Mountain Dew Amp

Mountain Dew Amp is targeting the gaming crowd.

Britvic and PepsiCo are expanding their Mountain Dew energy drink brand with a new version called Amp.

Amp contains caffeine, B vitamins and taurine to offer “high-impact energy”, while regular Mountain Dew contains glucose. Rolling out from 17 June – initially to managed convenience, wholesale and forecourts – it will be available in a 500ml can (rsp: £1.39), while a 99p price-marked pack has been created to support the launch.

Marketing will target 18 to 24-year-olds and will include activity aimed at gamers. In the US Mountain Dew is long associated with video gaming, and the UK version of the brand has recently been focusing more on attracting the gaming crowd. Last summer it launched a limited-edition Game Fuel version and an on-pack tie-up with Halo 4.

Amp marketing will include digital activity and PoS such as shippers, wobblers, posters and hanging spinners for outlets where space is limited.

“Amp is the perfect product to unlock the energy opportunity further, as it breaks down perceived barriers in the stimulant sub-category by being tasty, refreshing and yet effective,” said Britvic marketing director Jonathan Gatward. “We want the Mountain Dew brand to become the energy drink of choice, meeting all consumers’ energy needs and consumption occasions thanks to our growing product range.”