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Hoping to build off the original's success, Pepsi-Cola North America is bringing back Mountain Dew Pitch Black, but this time with a sour edge.
Mountain Dew Pitch Black II, which is Mountain Dew with a blast of sour and black grape, hits stores nationwide in 20-ounce and two-liter bottles, as well as 12-packs of 12-ounce cans. The beverage is available for a 10-week period from now until November.
The original Mountain Dew Pitch Black debuted last year for a limited time.
"Every great movie deserves a sequel. Consumers loved Mountain Dew Pitch Black and they wanted us to bring it back, but with something new," said Katie Lacey, vice president of marketing, carbonated soft drinks, for the Purchase, NY-based Pepsi-Cola North America. "Sour flavors are big right now with teens and young adults, so we added a sour bite to Mountain Dew Pitch Black II."
The rollout will be supported by eye-catching point-of- purchase materials and an Internet marketing campaign. The Web site -- www.pitchblackexperiment.com -- features a character named Cliff who shows his devotion to the product by conducting a "Pitch Black Experiment," living in total darkness for 90 days.
Later this fall, NASCAR's Jeremy Mayfield will drive the Mountain Dew Pitch Black II paint-out car at the Nextel Cup race in Kansas City on October 9.