PURCHASE, NY: PepsiCo's Mountain Dew has launched an integrated campaign with Warner Bros. Pictures linking the soda brand to next month's premiere of The Dark Knight Rises.
The brand decided to collaborate with Warner Bros. because it wants to leverage the summer blockbuster, which will debut in theaters July 20, as well as to drive resonance among Batman and Mountain Dew fans, said Zach Harris, senior marketing manager at Mountain Dew.
“Mountain Dew is really going after the Millennial consumer ...