PepsiCo Partners With LeBron James
PepsiCo is launching a new energy drink made specifically for mornings. MTN DEW RISE ENERGY is specifically formulated with ingredients to kick off the morning with a mental boost, immune support, and zero grams of added sugar. MTN DEW RISE ENERGY will launch with a bold visual identity created by PepsiCo’s inhouse design team. The logo features a lion drawn in fractals (which are part of the Mountain Dew brand) that give the lion a 3D quality. “Lions hunt primarily in the morning with a sharp focus on their goal,” said Carl Gerhards, Senior Director of Design for PepsiCo North America Beverages. “This visual metaphor represents the tribe of people who want to be the first out there, on the slopes, at the office or catching that first wave of the day.” Bold typography, graphics and layered bright colors help the brand to stand out from other energy competitors while building desirability, flavor expectations and product efficacy. The matte silver can substrate is meant to create a sense of performance, protection and premium appeal. The team also created unique designs for eCommerce packaging that will make a statement when the package arrives.
As part of the launch, PepsiCo is partnering with LeBron James, part of a multiyear relationship that will highlight James’ and PepsiCo’s shared values and commitment to uplifting communities. “As energy beverages evolve to provide even more functional benefits, we’re excited to introduce the new MTN DEW RISE ENERGY for those looking for a morning boost with enhanced mental clarity and immune support that helps you conquer the morning to conquer the day,” said Fabiola Torres, CMO and SVP, Energy Category, PepsiCo. “LeBron is the epitome of motivation and has achieved legendary status by seizing every morning. He not only continues to excel on and off the court but has dedicated his life to help others rise as well.” “It’s important to me that I believe in the brands and products where I invest my time. When I first learned about the message behind the drink – the fact that every day is a chance to rise for all of us – that really resonated with me,” said James. “The ability to rise and find motivation to do more and be more every single morning is powerful. I’m excited about the opportunity to bring that to life through this partnership with PepsiCo.” Adam Harter, SVP, Media, Sports and Entertainment, PepsiCo adds: “LeBron is arguably the most influential celebrity in the galaxy right now. He dominates on the court, has a thriving enterprise, puts his family first, and is committed to social change and making a positive impact on communities.”