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Mountain Dew MDX kicks into high gear with energized bottle

Pepsico's Mountain Dew hopes to bridge the gap between energy drinks and soda with the launch of a new energy soda it calls MDX. Pioneering a new category of energy sodas, MDX features the citrus flavor of Mountain Dew with a "power pack" of energy ingredients, including Ginseng, Guarana, Taurine and D-Ribose, all said to provide a high level of energy. MDX hit stores nationwide in November. The launch of the new product, in regular and sugar-free varieties, also marks the debut of a custom, single-serve, 14-oz polyethylene terephthalate bottle. The exclusive packaging, believed to be molded by Ball Corp. (www.ball.com), which is the name stamped on the clear bottle's footed base, is convenient and portable and features a reclosable twist-cap in silver polypropylene. An easy-to-grip bottle, the container also highlights the cool, neon-green color of the beverage inside. A revved-up metallic film label, printed in black, green, red and silver, accentuates the slick theme, which is reminiscent of auto racing.

"Mountain Dew helped create the energy category, and MDX is the next logical step in our evolution," says Katie Lacey, vp-marketing, carbonated soft drinks, for Pepsi-Cola North America, Purchase, NY. "Consumers are increasingly looking for energy—witness the explosion of energy drinks—there is a great opportunity for an entirely new category. MDX satisfies the consumer who is looking for a boost of energy but refuses to sacrifice taste and refreshment." An MDX ad campaign kicked off with the debut of a national TV commercial during the 2005 World Series.

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