What Do Doritos, Mountain Dew and Call of Duty Have in Common? A Customer Base of 75 Million Gamers

PepsiCo snack and beverages, Mtn Dew, Mtn Dew Game Fuel and Doritos are joining forces with Activision’s blockbuster Call of Duty game franchise for the launch of Call of Duty: Black Ops Cold War.

The program gives players access to bonus in-game rewards and prizes. With every purchase comes a chance to win special gaming swag and scoring double XP. The beverage and snack companies will bring retro Mtn Dew and Doritos posters and billboards into campaign mode to set the stage for the fans.

“We’re thrilled to team up with Call of Duty for the launch of Black Ops Cold War,” said Erin Chin, senior director, marketing at Mtn Dew and Mtn Dew Game Fuel, in a statement. “Fans have come to expect best-in-class experiences from Dew and partnering with Activision allows us to do exactly that.”

Call of Duty: Warzone, which was first released on March 10, 2020, had six million players on its first day of release. This grew to over 75 million players by the end of the first five months. This represents a giant pool of potential consumers for PepsiCo’s snack brands and an obvious choice for a partnership.

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Earlier this month, Doritos launched a new flavor in celebration of the launch of Black Ops Cold War: Doritos Twisted Lime. They released a similar flavor at the beginning of 2020, Flamin’ Hot Limón, which is similar, but the new iteration comes with more lime flavor and less of the “flamin’ hot.” The chips are available from multiple retailers, such as Walmart. Packaged in exclusive Call of Duty-themed bags, they are available nationwide for a limited time.

“Our brand fans are passionate about taking things to another level —  whether it’s gaming or snacking — so the launch of the action-packed Black Ops Cold War game presented the perfect moment to introduce an equally bold flavor,” said Caio Correa, senior director of marketing of Doritos, in a statement. “Doritos Twisted Lime brings a new lime-flavored chip that packs the same intense citrus punch consumers love and allows us to celebrate our latest partnership with Activision in a big way.”

The new Call of Duty: Black Ops Cold War game is scheduled to be released on November 13^th. The new game adds a signature Zombies mode as well as enhances the Black Ops Multiplayer experience. They do this by defining signature combat, deniable operations and a connected experience across platforms and generations.

On October 19^th, players can begin purchasing these products for a chance to unlock in-game rewards. Codes on the products will be available for gamers to redeem and players will automatically be entered in a weekly draw to win the grand prize: 2XP for one year. The first purchase of a bag of Doritos or select Mtn Dew Game Fuel cans provides gamers with in-game calling cards and a weapon charm.

There are three simple steps in redeeming the points: first purchase specially marked Mtn Dew or Doritos products, get connected on the Dew and Doritos website, enter the code from the products and then, finally, unlock 2XP with every code.

According PepsiCo’s statement, “The new collaboration with Call of Duty: Black Ops Cold War underscores the ongoing mission of both brands to drive innovation and excitement in the gaming industry.”