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In the interest of full disclosure, I should note that I am a frequent consumer of Mtn Dew and Mtn Dew related products.

It’s very difficult nowadays to drink a bottle of Mtn Dew without somebody assuming that you spend your entire day playing video games, or that you don’t play video games at all. In recent years, Mtn Dew has become the beverage of choice for many a gamer. Why is this, you may ask? Well, it has to do with two main factors.

Firstly, Mtn Dew is very, very rich in caffeine and sugars. This is very attractive to a “hardcore” gamer, as such a gamer is more likely to stay up into the hours of the night, and caffeine is very helpful in making that possible. Secondly, upon Mtn Dew making it’s way into the gamesphere (It’s Spherical!) the folks on Mtn Dew’s marketing team took full advantage of this and hopped on board. So, what initially started as a natural association between Mtn Dew and gamers has been highly perpetuated by Mtn Dew themselves, which has proven to be very successful for Mtn Dew as a brand.

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This is what all gamers look like, right?

Every once in awhile, a game will come out that you just can’t stop playing. You know you’ve got obligations, homework to do, loved ones to see, schoolwork to do, and people to talk to, but this game is just so fun and you don’t want to stop playing it. Even if you do honor your obligations, most people find that the most convenient time to game is at night, generally at the sacrifice of some sleep. This is where a gamer’s favorite beverage, Mtn Dew comes in. Mtn Dew, as you likely know, is loaded with caffeine. Caffeine is known for keeping you awake. How does that work though, you may ask? To give a fairly simple answer, your body regulates a chemical called adenosine. Adenosine is the chemical in your body that regulates how tired you are. When your body consumes caffeine, it recognizes it as caffeine, even though it isn’t. When this happens, Mtn Dew blocks the passageway for adenosine to its receptors. This then tricks the body into not being tired, when it probably should. Thus, the average gamer is wide awake for the night to come, as the newest blockbuster game title isn’t going to finish itself.

Amongst their other marketing approaches with Taco Bell and Extreme Sports, Mtn Dew is known (alongside Doritos) for being famously marketed to people who enjoy video games. We know why this is, thanks to the magic of caffeine, but this stereotype has been heavily enforced by Mtn Dew themselves, as if you tell people enough that gamers like Mtn Dew, gamers will like, and in turn purchase Mtn Dew. Mtn Dew, as a brand, has cleverly aligned themselves with Call of Duty, Xbox, and several other video game brands in order to raise their appeal in the eyes of the gamer. The easiest way to see this is with some of their video game related advertising, as shown below.

So, thanks to the magic of caffeine, and the reinforcing of stereotypes of Mtn Dew themselves, we now know why gamers like Mtn Dew. When you’ve got a long video game session planned, into the wee hours of the night, why drink coffee, when you could enjoy the delicious taste of a Mtn Dew? Or perhaps a Mtn Dew Code Red, or Voltage? Mtn Dew wants you to believe that it is your fuel for your continued passion for video games.

Oh, also, go on Twitter and vote for Baja Blast. I need that stuff in bottles, stat.