As part of their integrated promotional campaign for the film The Dark Knight Rises, the folks at Pepsi developed a new flavor of Mountain Dew — Mtn Dew Dark Berry. However, they've also come out with a special 16 oz can of regular Dew that changes color based on temperature.
Mountain Dew "The Dark Knight Rises" 16 oz Can
Per the official press release, the cans "use thermochromic ink to feature a bat symbol that transforms to the distinctive green color of Dew when chilled." I setup a test of my own to see how well these actually performed, especially compared to the official media images.
Here's how Pepsi showcased the look prior to release:
Official press photo of color changing cans (Source: PepsiCo)
And here's my personal experience:
Comparison of warm vs. cold can color change
Overall, it's a fun gimmick, but one that it short-lived, especially after you've actually drank what's inside the can. Still, it's nice to see the use of more 16 oz cans from Pepsi, like the recent Michael Jackson 16 oz can they rolled out. Of course, advocates of "less sugary drinks" will probably jump all over this marketing decision.
"Cold Activated Can"
Still, if you are a Batman and/or Dew fan, it's probably worth tracking down this can. The same ole Dew is inside, but you get a somewhat fun shape and design to enjoy.
Mountain Dew The Dark Knight Rises 16 oz Can
Carbonated water, high fructose corn syrup, concentrated orange juice, citric acid, natural flavor, sodium benzoate (preserves freshness), caffeine, sodium citrate, erythorbic acid (preserves freshness), gum arabic, calcium disodium EDT (to protect flavor), brominated vegetable oil, Yellow 5With this 16 oz can, you'll get 230 calories, 85 mg sodium, and 62 g carbs (62 g sugars). An entire can contains 72 mg of caffeine, based on Dew's average of 4.5 mg/oz.
Official Website: DEWGothamCity.com
Full Disclosure: This beverage was provided compliments of PepsiCo
I gotta find these cans!
I agree, fun gimmick, especially with the thermo printing. Would've been awesome to have seen the logo in black and white to mirror the "dark knight" look, but i understand wanting to preserve the brand equity
Coolest can ever just like a beer can
what is all this on e bay people wanting 10 to 100 dollars for one 16 oz limited edition of the dark knight rises mountain dew can how many cans did pepsi produce a severe national shortage?
As Judy said, people are selling (and surprisingly, buying) these cans on Ebay. I just saw several for single cans ranging from $3-$10. I actually find that funny. These cans just came out, it's not they're from, say, 10 years ago. My local Target has TONS of them, for $1 per can.
You can get them at wal-mart…. 6 pack cans for $1.98