Mtn Dew Storms Circle K with Exclusive Flavor

Circle K teamed with PepsiCo’s Mtn Dew this spring to launch an exclusive "Purple Thunder" drink that combines blackberry and plum flavors. The flavor first debuted in April via Circle K's proprietary Polar Pop fountain drinks, before rolling out in 20-ounce bottles at the convenience store in May. A counter cling positioned near the Polar Pop fountain machine in March teased the flavor was "coming soon," and multiple clings plugged the flavor once it arrived the following month. In May, another cooler cling plugged the flavor's arrival in 20-ounce bottles, dangling a "buy 2, get 1 free" deal through July 5. Facebook and Twitter updates on May 4 from the retailer, and a CircleK.com homepage display ad and promotional page continue to support the flavor's arrival. “Everything from the berry flavor to the design was specially created by Mtn Dew and Circle K to provide a unique beverage that is sure to bring a new level of fun and flavor to our customers,” said Kevin Lewis, chief marketing officer for Circle K parent company Alimentation Couche-Tard, in a media release. The new SKU is being awarded as a prize in Circle K's “Rock Paper Prizes” sweepstakes and instant-win game running from May 4 through July 1. Consumers can enter daily at Win.CircleK.com for a chance to instantly win one of 25,000 bottles of Mtn Dew Purple Thunder or other prizes, including fuel savings, pizza, Mars Inc.’s Orbit gum or Vita Coco’s flagship coconut water. Circle K is promoting the sweeps with a homepage carousel ad and updates on Facebook, Twitter and Instagram.Mtn Dew and Circle K regularly partner for exclusive sweepstakes and products. The c-store chain received an exclusive launch window for a Mtn Dew Major Melon fountain drink at the beginning of 2021. (See "Related Updates" below.) In other recent category activity, Circle K offered shoppers who bought a Polar Pop drink from March 2 to May 3 up to three share-size SKUs of Mars Inc.’s Twix or M&M’s for $1.50 each or three single-size packages of the same brands for $1 each. Floorstands stocking M&M’s plugged the offer.

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