Mountain Dew Code Red
{{Short description|Cherry-flavored variant of Mountain Dew}}
{{Infobox beverage
|logo = 200px
|image = Dew Code Red.jpg
|type = Cherry soft drink
|manufacturer = PepsiCo
|origin = United States
|introduced = {{start date and age|2001}}
|variants = Mountain Dew Code Red Zero
|related = Mountain Dew
}}
Mountain Dew Code Red is a cherry-flavored carbonated soft drink that was introduced in 2001 as a flavor extension of the original Mountain Dew. This addition marked the first time that the brand had ventured beyond its flagship flavor on a large scale. In 1988 Mountain Dew Red was sold in some areas of Alabama, but later discontinued that same year. These two soft drinks did not share the same formula or taste. Despite the saturated market of soft drink flavors, Code Red saw great success and is considered a major player in the cherry-flavored beverage market.
History
File:Mountain Dew CODE RED.jpg
In March 2001, the Mountain Dew website hosted an online racing game. The top-scoring winners received a box containing a "you won" letter, six pack of bottles and a Code Red shirt, before this version was officially released.{{cite web |title=Code Red Pre-Release – A Look Back |url=http://www.mountaindew.com/code_red/code_red_main.html |website=Mtn Dew Kid |access-date=5 October 2023 |archive-date=March 30, 2001 |archive-url=https://web.archive.org/web/20010330122435/http://www.mountaindew.com/code_red/code_red_main.html}}
PepsiCo considered calling the variant Wild Cherry Mountain Dew, but branded it as Code Red as urban and ethnic focus groups preferred. In May 2001, Mountain Dew Code Red was released to stores in the United States.{{cite news |last1=Tkacik |first1=Maureen |last2=McKay |first2=Betsy |title=Virus Gave Pepsi's New Drink Free Global Brand Recognition |url=https://www.wsj.com/articles/SB997997316148955009 |access-date=5 October 2023 |work=The Wall Street Journal |date=August 17, 2001}} In its first year of production, Code Red increased overall sales of Mountain Dew by 6%.{{Cite news |last=Howard |first=Theresa |title=USATODAY.com -Marketers of colorful drinks dye for big sales |work=USA Today |url=https://www.usatoday.com/money/general/2002/05/07/pepsi-blue.htm |url-status=live |access-date=31 January 2011 |archive-url=https://web.archive.org/web/20110524043852/http://www.usatoday.com/money/general/2002/05/07/pepsi-blue.htm |archive-date=24 May 2011 |date=8 May 2002}}
Diet Mountain Dew Code Red was introduced in 2002.{{cite journal |title=Official Gazette of the United States Patent and Trademark Office |url=https://books.google.com/books?id=rPEAbP_9tqAC |date=2002 |volume=1260 |issue=4 |access-date=6 October 2023 |publisher=U.S. Department of Commerce, Patent and Trademark Office}} It was replaced by Mountain Dew Code Red Zero in 2022.{{cite web |title=Hey! Code Red Zero Sugar is now in stores although local availability can vary. |url=https://twitter.com/MountainDew/status/1562513086099394561 |website=Twitter |access-date=6 October 2023 |date=August 24, 2022}}
The Mountain Dew flavor DEW-S-A, released for a limited time in 2017 and 2021, was a combination of red, white and blue Mountain Dew flavors, with Code Red serving as the red flavor in the mix.{{Cite web |date=2021-04-19 |title=Mountain Dew's Patriotic "DEW-S-A" Flavor Is Back |url=https://hypebeast.com/2021/4/mountain-dews-dew-s-a-code-red-white-out-voltage-soft-drink-info |access-date=2024-01-04 |website=Hypebeast}}
An energy drink version of Code Red was released in 2022.{{cite magazine |last1=Castrodale |first1=Jelisa |title=Mtn Dew's Code Red Is Now an Energy Drink |url=https://www.foodandwine.com/news/mtn-dew-code-red-energy-drink |magazine=Food & Wine |access-date=6 October 2023 |date=September 15, 2022}}
In popular culture
During an overnight work session, researchers named the computer worm Code Red after the Mountain Dew variant they were drinking at the time.
Mountain Dew Code Red was promoted in December 2010 with a television advertisement featuring rapper Jay Electronica performing his song "The Announcement". The campaign proved to be a successful marketing strategy, contributing to the product's widespread popularity amongst consumers.{{cite web |title=Jay Electronica's Mountain Dew Commercial: A 'RapFix' First Look |url=https://www.mtv.com/news/3fmwp5/jay-electronica-mountain-dew-commerical-a-irapfixi-first-look |website=MTV |access-date=18 October 2023 |date=December 23, 2010}}{{dead link|date=June 2024|bot=medic}}{{cbignore|bot=medic}}
German rapper Sierra Kidd released a song in 2015 titled “Mountain Dew Code Red” in reference to the drink. The lyrics to the song only contain one line that mentions the drink: “Mountain Dew Code Red 808’s ey”.