| Mountain Dew AMP | |
|---|---|
 |
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| Type | Energy drink |
| Manufacturer | PepsiCo, Inc. |
| Country of origin | USA |
| Introduced | 2001 |
| Variants | Sugar-Free Mountain Dew AMP, AMP Overdrive |
| Related products | Mountain Dew, Red Bull, Full Throttle, Liquid X |
AMP is an energy drink produced and distributed by PepsiCo under the Mountain Dew soft drink brand. It was launched in 2001 to compete with Red Bull. The beverage is available in 16 fl.oz. (TallBoy) and 24 fl.oz. (Big Rig) cans and made with Mountain Dew's base flavor formula. It also contains MDX5, taurine, ginseng, B-vitamins, guarana and maltodextrin. A new flavor, Mountain Dew AMP Overdrive, was released in early 2007. Overdrive's flavor is Cherry. In October 2007, Sugar-Free Amp was released. 16 fluid ounces of AMP contains 143 milligrams of caffeine.[1] Most of AMP's advertising is created by the ad agency TracyLocke -- a Dallas, TX based firm that handles all of PepsiCo's marketing and in-store promotions. On September 19, 2007, it was announced that AMP would split sponsorship with the National Guard on Dale Earnhardt, Jr.'s #88 Hendrick Motorsports Chevrolet Impala, which will run starting the 2008 NASCAR Sprint Cup season. AMP was the main sponsor of the 2008 NHL Winter Classic, an outdoor hockey game played between the Pittsburgh Penguins and Buffalo Sabres on January 1, 2007 at Ralph Wilson Stadium in Buffalo, New York.
