Mountain Dew partners with 'The Dark Knight Rises'


PURCHASE, N.Y. — Mountain Dew has partnered with Warner Bros.' "The Dark Knight Rises," which will hit theaters this summer.

Mountain Dew's "The Dark Knight Rises" 360-degree campaign will include the debut of Mtn Dew Dark Berry, a new limited-edition flavor inspired by "The Dark Knight Rises;" limited-edition 16-oz. cans of Mountain Dew that will feature a thermochromic bat symbol that transforms from black to green color when chilled; as well as cable, primetime TV, radio and digital advertising.

"Mountain Dew is all about fueling passion and that is what this partnership is based on," Mountain Dew VP marketing Brett O'Brien said. "You'd be hard-pressed to find more passionate fans than those of Dew and 'The Dark Knight' franchise. Our goal is to offer those fans unique experiences — from package and product innovation to exclusive content and access that only Dew and Batman together could provide."

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