PepsiCo can become the first company in America to head a large scale release of lychee flavored soda drinks. Lychee is a tropical fruit with a unique, bold flavor and appearance. It is currently wildly popular in Asia, and rapidly gaining popularity in the United States. With this new flavor, we believe Pepsi Co. can capture that momentum.

When looking to create a new flavor for MTN DEW we saw an opportunity to expand on a target audience Dew currently is working with. So we crafted the Lychee Lightning brand around Core Gamers.

Core gamers are defined as people who are bold and love seeking out adventure through video games and social media. They are tech super-users who rely on the internet for daily activities and can be found playing console or PC games 10 or more hours a week.

The aromatic lychee is sweet, with slightly floral and acidic notes.
The fruit is native to Southeast Asia and has a signature look and taste.
It is a globally beloved flavor used primarily in drinks and desserts.