Minneapolis-based Duke Cannon and PepsiCo's Mountain Dew brand are co-launching a limited-edition grooming set — a THICK Body Wash and signature Puck of Soap scented with lemon and eucalyptus — available exclusively at Walmart stores and Walmart.com through the end of September.
The Product
The collaboration, brokered by IMG Licensing, centers on a "Bold Citrus and Good Times" scent profile described as outdoor-inspired. Packaging leans into Mountain Dew's high-contrast visual identity alongside Duke Cannon's utilitarian aesthetic, designed for shelf standout in Walmart's personal-care aisle. Starting September 1, the Mountain Dew x Duke Cannon Bold Citrus Bundle — combining the body wash, bar soap, and a 12-pack of Mountain Dew — is available exclusively on Walmart.com while supplies last.
Beverage Brand Extensions
The deal reflects a broader trend of major beverage brands extending their equity into adjacent consumer packaged goods categories through limited-run licensing partnerships. For PepsiCo, which generated nearly $94 billion in net revenue in 2025 and counts Mountain Dew among its portfolio of billion-dollar brands, licensing plays like this carry minimal production risk while keeping the trademark visible at mass retail outside the beverage aisle. For Duke Cannon, the Walmart exclusivity anchors the LTO to its largest mass-market channel and concentrates sell-through pressure into a compressed window — a calculated move that protects margin while driving traffic.
Kathy Dixon, marketing director at Duke Cannon, framed the collaboration around a shared consumer profile: "Whether you're washing off a day outside or gearing up for whatever comes next, this collaboration celebrates the folks who are up for any adventure." The overlap between Mountain Dew's outdoor-adjacent consumer base and Duke Cannon's positioning around hard-working, no-frills grooming gives both brands credible reach into the same retail daypart — the weekend activity and summer adventure occasion.
Retail Implications
Limited-edition beverage-to-grooming crossovers have become a reliable mechanism for driving incremental basket size in mass retail, particularly during high-traffic seasonal windows. Walmart's dominance in both beverage and personal-care distribution makes it a natural exclusive partner for a collaboration that relies on visual discovery in-aisle. The compressed end-of-summer window — effectively four weeks of in-store availability — also reduces markdown risk and creates urgency without requiring a sustained supply chain commitment from either party. For operators and retail buyers tracking cross-category LTO mechanics, the Duke Cannon model — Walmart exclusivity, bundled SKU online, defined sell-through window — represents a replicable template for brand licensing in the personal-care and beverage intersection.
The collaboration arrives as beverage brands increasingly leverage licensing to reach non-traditional categories, and as mass-retail LTO strategy continues to accelerate in the consumer packaged goods segment.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
