Behind Mtn Dew’s integration in WWE’s Royal Rumble

PepsiCo and World Wrestling Entertainment have crafted a plan to bring a limited-time beverage out of hiding—and into the darkness.

Mtn Dew Pitch Black, a citrus punch-flavored version of the soft drink that’s been in and out of availability over the years, is returning for a limited time this month behind a “Mtn Dew Pitch Black Match” as part of WWE’s Royal Rumble event Jan. 28 at the Alamodome in San Antonio.

The partnership illustrates how the WWE is now applying its high-flying storytelling to partnering brands, said Craig Stimmel, senior VP and head of global sales and partnerships for WWE.

The match, between Bray Wyatt and LA Knight, will be contested in a darkened arena with visual effects that will convey the action in the ring to viewers at the arena and millions steaming on Peacock in the U.S. and the WWE Network worldwide. WWE execs were reluctant to share all the details of how the brand would play a role in the match but “there will be some really unique things that we can do with this match that will put Pitch Black right in the center of the action,” Stimmel said.

Fans can expect to see Mtn Dew Pitch Black branding incorporated into LED signage elements, such as ring skirts and ring posts. The brand will receive additional exposure through in-broadcast and digital promotions to herald the return of the limited-time flavor.

“We can tell stories inside sports entertainment unlike any other property because we can script a buzzer-beater every night,” Stimmel said. “One of the things we’ve always been great at is telling stories inside our own arena," he added. With Ptich Black, "we’re weaving brand storytelling and the brand narrative into the ethos of who the WWE is. It’s a really nice intersection because it gives you that authentic connection with the viewership that is sometimes hard to get elsewhere.”

Mtn Dew Pitch Black made its debut in 2004 and was available again between 2016 and 2019. The brand announced a limited return in November, this time with a zero-sugar option. The announcement on Twitter drew 4,400 likes.

“Mtn Dew is thrilled to partner with WWE and its passionate fan base as we welcome back Mts Dew Pitch Black and introduce Mtn Dew Pitch Black Zero Sugar,” JP Bittencourt, Mtn Dew marketing VP, said in an email comment.

The integration will highlight not only Pitch Black’s return to stores but the return to the ring for Wyatt, who will be having his first televised match since rejoining the WWE in October.

“When [Pepsi] brought up that Pitch Black was coming back, our creative team thought, ‘Hey this might be a unique thing we could do with an actual match,’” Stimmel said. “It was a joint effort to highlight the brand in a unique way, and it was off to the races after that. … We’ve all seen these bad brand integrations where you kind of cringe and go ‘That didn’t really fit,’” Stimmel added. But he suggested the match will incorporate Pitch Black in "an authentic way" that  "I think our fans will go nuts over." 

WWE has previously partnered with brands such as Pure Life water in last year’s SummerSlam event. It has become a popular brand partner due to its audience’s size, its social media reach, and a “one-stop shop” approach that traditional sports lack, Stimmel said.

“When you think of other sports partnerships you’ll have to go to an agent to find a player, you have to go to a team, you have to go to a league. WWE is uniquely positioned in that we own all of the IP through and through,” Stimmel said.