There’s been a long association between gaming and snack foods going back decades. When you’re in the fevered excitement of a marathon gaming session, quick snacks and caffeine-powered sodas are a natural thing to reach for. This association hasn’t escaped brand marketers, as in past years we’ve seen fast-food companies working with console makers, and more recently Coca-Cola sponsoring eSports.

The latest promotion promising to tickle a gamer’s taste buds comes from Mountain Dew and Doritos. Mountain Dew and Doritos have put a call out to gamers who can’t wait for Activision’s Call of Duty: Advanced Warfare, bringing back both a gamer favorite — Mountain Dew Game Fuel Citrus Cherry — and a new flavor, Mountain Dew Game Fuel Lemonade.

The global Mountain Dew and Doritos “Fuel Up for Battle” promotion takes advantage of Call of Duty’s new game feature, the brand new “Supply Drops” currency platform. Starting October 6 (Monday, the same day the Mountain Dew products are released) gamers in select markets around the world can collect codes from specially marked packages of Mountain Dew or Doritos. Players can enter the codes online at and then customize their Call of Duty: Advanced Warfare multiplayer gaming experience by accessing exclusive (until Feb. 15, 2015) in-game gear using the “Supply Drops” system.

This could be fans customizing their player with ultra-rare accessories like an exo-skeleton, heavy vest kit, helmets, goggles, boots and more. Further elevating the experience, gamers will also be able to unlock double XP and rapid supply rewards. Every code entered from DEW and Doritos packages unlocks Call of Duty in-game rewards and each code entered will also provide a chance to win an Xbox One, the all-in-one games and entertainment system from Microsoft.

“We’re thrilled to bring together with Call of Duty such iconic brands as Mountain Dew and Doritos in a compelling and fun way that benefits both of our respective communities,” said Ashley Maidy, vice president of licensing and partnerships, Activision Publishing, Inc. “So, with the exclusive in-game gear waiting for DEW and Doritos consumers, gamers just need to fuel-up and login.”

“As in-game experiences evolve, the DEW and Doritos brands are constantly looking for ways to bring those cutting-edge ideas to life offline through unique promotions and exclusive opportunities for our fans,” said Greg Lyons, vice president of marketing, Mountain Dew. “As a brand with an endemic gaming heritage, we are excited to be able to offer this massive gaming community unique access to Call of Duty: Advanced Warfare’s next generation ‘Supply Drop’ platform.”

“The Dew and Doritos ‘Fuel Up for Battle’ promotion is a great example of PepsiCo’s strength in delivering an integrated food and beverage marketing campaign,” said Jeff Klein, vice president of marketing, Frito-Lay. “Our unique ability to bring consumers exclusive experiences through our long-standing legacy of partnerships and programs around blockbuster video games, demonstrates why we are Better Together.”

As gamers have come to expect year after year, Mountain Dew is bringing back tried and true gamer-favorite — Mountain Dew Game Fuel Citrus Cherry — and a bold new flavor — Mountain Dew Game Fuel Lemonade — for a limited time only. Both products will hit shelves in the U.S., beginning October 6.

Fans can also participate in the”Fuel Up for Battle” promotion by purchasing any 3.375 oz. specially marked bag of Doritos Nacho Cheese, Doritos Cool Ranch, Doritos Spicy Nacho or Doritos Dinamita Chile Limon flavored chips, beginning October 6.

The interesting angle on this promotion is, of course, the virtual goods. Previous snack promotions have tended to be contests, offering the chance to win games or consoles. Of course, most of the snacks in that case don’t deliver anything, because the odds aren’t that great. Offering virtual goods or currency for virtual goods means that every item you purchase has value in the game, not just a chance at value.

Activision is also using the promotion to spur interest in Call of Duty: Advanced Warfare prior to the game’s release, of course. Players will be encouraged to collect the snack foods and drinks ahead of the game’s release, stockpiling virtual items. This should act to increase a gamer’s desire to get the game, since they’ll be starting with an advantage.

The release of an advanced promotional campaign seems quite appropriate for Call of Duty: Advanced Warfare, as the game represents several advances for the Call of Duty franchise. The game narrative begins in the year 2054, when the Atlas Corporation, a private military corporation (PMC), has emerged with the power to rescue humanity after a global attack on its military and infrastructure. This setting means players get new, cutting-edge exoskeleton abilities and an advanced arsenal with new weaponry, vehicles and high-tech gear. Players can join the ranks of a highly-trained, specialized unit committed to restoring order.

The new gear and futuristic setting lends quite a different flavor to Call of Duty, as Activision is looking to boost sales this year as the competition intensifies in the shooter category. Activision’s toughest competition may well come its own product line, as Destiny launches with high expectations in September. The games are very different in the setting and many of the gameplay elements, but both are shooters. Will players be willing to pick up both games, or can they both appeal to large audiences without any overlap occurring