Developed in concert with video gamers for video gamers, aluminum can packaging for PepsiCo’s new Mtn Dew® Game Fuel® beverage debuts functional features that include a revolutionary resealable closure and tactile ink, engineered to help gamers stay in play while enjoying the new mid-calorie, lower-sugar energy beverage. It was these innovative, thoughtfully considered features combined with the package’s eye-catching graphics, as well as its high scores in the areas of economics, marketing, performance, environmental impact, and “Save Food criteria,” that led judges of the 2020 AmeriStar Awards to honor the 16-oz Mtn Dew Game Fuel can with the competition’s Design Excellence Award.
As Colin Haynes, Associate Principal Engineer – PepsiCo Packaging R&D, explains, the Dew marketing team has played a role within the gaming space for the last 15 years. “Through various partnerships and activations in that time, we gained valuable insights into what gamers are looking for,” he says. “Dew identified an opportunity to create a beverage specifically for gamers, and what better way to do so than by working with them.”
