Coming Soon: Mountain Dew Blue Shock


I’ve heard nothing on the wires about this, but I was reading an unrelated press release today, and came across the following image from a 7-Eleven website…

Mountain Dew Blue Shock

It’s called the Mountain Dew Blue Shock Slurpee. And it’s only at 7-Eleven. So logic would say that maybe there will be a Blue Shock drink (similar to Code Red).

Beverage Digest reports that…

Pepsi recently applied for trademark on “Mountain Dew Blue Shock.” However, contrary to speculation that Code Red is about to get blue stable-mate, sources — and trademark filing — indicate product will be frozen beverage. PBG CEO John Cahill recently said there will be “further cola innovation” this year from Pepsi.

So it would seem that this is just for Slurpees.

The governmental trademark filing reads as:

Word Mark MOUNTAIN DEW BLUE SHOCK
Goods and Services IC 032. US 045 046 048. G & S: SEMI-FROZEN SOFT DRINKS
Mark Drawing Code (1) TYPED DRAWING
Serial Number 78094598
Filing Date November 21, 2001
Filed ITU FILED AS ITU
Published for Opposition June 4, 2002
Owner (APPLICANT) PEPSICO, INC. CORPORATION NORTH CAROLINA 700 ANDERSON HILL ROAD PURCHASE NEW YORK 10577
Attorney of Record ELIZABETH N. BILUS
Prior Registrations 0820362;2167724;2167727;2300048;2304904;AND OTHERS
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “BLUE” APART FROM THE MARK AS SHOWN
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Then I discovered a 7-Eleven Press Release that said…

During its 30-day launch at the 7-Eleven® Slurpee machine, Mountain Dew Blue Shock will not be available in any other format, according to John Ryckevic, product director for proprietary beverages at 7-Eleven, Inc. “If you want to be among the first to try Mountain Dew Blue Shock, head to a 7-Eleven Slurpee machine because this product doesn’t come in cans, bottles or at the fountain.”

Delivering a delicious berry citrus flavor, the electric Mountain Dew Blue Shock Slurpee will be available at participating 7-Eleven stores beginning in early June. A special 28-ounce, blue-tinted Slurpee cup and dome lid features the Blue Shock logo. Suggested retail price for the 28-ounce frozen drink is 99 cents.

So it said, no other format (for 30 days), which you would think leave the door open for a Blue Shock soda.

Or maybe, Mountain Dew Blue Shock is the same thing as August’s release of Pepsi Blue? The world might never know.