Mountain Dew AMP

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 8.4 fl.oz., 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.

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.