Every morning is a chance to seize the day and close the gap between intention and motivation, this is the message inside MTN DEW ENERGY, the new energy drink being launched by Pepsico.
And no one embodies this mentality better than NBA icon, businessman and philanthropist LeBron James, the face behind MTN DEW RISE ENERGY’s icon lion.
But the multiyear partnership signed between pepsico and James nont only includes MTN DEW RISE ENERGY, but beverages in general and will activate across PepsiCo’s portfolio in unique and unexpected ways including in the Snack category.
This multifaceted deal starts with MTN DEW RISE ENERGY and will expand to touch on numerous aspects of James’ wide-ranging work.
In addition to James, MTN DEW RISE ENERGY will work with several influencers across sports and wellness; the first of a series of activations will occur at South by Southwest (SXSW). The brand will host virtual morning workouts daily for all festival attendees, giving the mental boost needed to conquer the morning.
The real lion inise the lion icon
MTN DEW RISE ENERGY cans feature a lion, a king with a fierce inner spirit, as the brand icon. The stylized lion is part of a bold visual identity created by PepsiCo’s in-house design team, including impactful typography and vivid colors to help the brand stand out on shelf. The color palette was created to quickly cue the unique flavors while also helping consumers effortlessly navigate the shelf.
“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.”
“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,” said Adam Harter, SVP, Media, Sports and Entertainment, PepsiCo. “He is not only going to be an incredible brand partner to MTN DEW RISE ENERGY, but we also look forward to the collective impact we can make on the people we serve through education, social justice and community initiatives.”
Eyeing a social impact through Pepsico’s brands associatoed to Lebron James
PepsiCo and James share the commitment to uplifting and impacting underserved communities . This layered in with the MTN DEW RISE ENERGY ethos to help everyone reach their full potential, creates a powerful combination with the opportunity to impact communities over the course of the partnership.
In 2020, PepsiCo announced a more than $400 million investment over five years to lift up Black business and communities, and increase Black representation at PepsiCo. The company’s racial equality journey focuses on three pillars where it feels it can make the most impact: People, Business, and Communities.