PepsiCo Heats Things Up at Amazon

PepsiCo/Frito-Lay teamed with Amazon to run a digital campaign spotlighting the return of the manufacturer's limited-edition Mtn Dew Flamin’ Hot soft drink. Employing a "Make It Flamin' Hot" message, a brand showcase within Amazon.com plugs the new beverage alongside other Flamin’ Hot-flavored SKUs from Cheetos. The page also: plugs an "Ultimate Flamin’ Hot Fan Pack” bundle comprising nine 12-ounce cans of Mtn Dew Flamin’ Hot, nine cans of original Mtn Dew and 40 single-serve bags of Flamin’ Hot-flavored chips from PepsiCo/Frito-Lay brands, including Cheetos, Doritos and Funyuns, lets shoppers sort products by spicy ("Make It Flamin' Hot") or non-spicy ("Classic Cool Down"), and lists bulk-size SKUs from multiple PepsiCo/Frito-Lay brands, including Bubly and Cap'n Crunch. An account-specific display ad running within websites, such as TechNewsToday.com, and a banner ad within Amazon.com linked to the showcase. Mtn Dew Flamin’ Hot first launched on Aug. 31, 2021, blending the spicy taste of Flamin' Hot Cheetos with Mtn Dew's classic sweet citrus flavor. The flavor was exclusively available online through PepsiCo’s Dew Store. PepsiCo supported the release by partnering with clothing brand Broken Promises to produce a limited-edition Flamin’ Hot apparel collection. Mtn Dew also enlisted TikTok and Instagram influencers to plug the launch. Mtn Dew promoted the return of the flavor with social media posts on April 19 that noted the new version includes a lime kick. The flavor is available in 20-ounce bottles and 12-ounce cans at all major retailers. On April 30, Mtn Dew hosted a free promotional event in Hell, Michigan, featuring music from DJ Pauly D and food from chef and rapper Action Bronson. The brand also took over a local miniature golf course and served Flamin’ Hot-inspired cocktails at Hell Saloon, which was renamed Sparky’s Saloon for the day in honor of the Flamin’ Hot mascot. "When we launched Mtn Dew Flamin’ Hot online last year in limited supply, the product sold out in less than an hour,” Pat O'Toole, Mtn Dew chief marketing officer, said in a media release. “Now, we're excited to bring it back to our loyal fans by making it available at retailers nationwide and celebrate as the official drink of Hell, Michigan.”

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