![]() During consumer testing, Torres says they learned that mood effects flavor palates. Rise was developed during the pandemic, as Pepsi sought to understand how to boost both energy and immune systems. We wanted to make sure that as we create an iconic product that fits with his personality.” He’s a multifaceted, successful entrepreneur and basketball player and an icon today. “As his career continues to progress on and off the court, and he has been thriving through anything that he's put his mind behind. “We couldn't find a better fit than LeBron,” Torres says. The Rise campaign rollout also includes an augmented reality filter on Snapchat and Instagram featuring the brand’s lion icon. The company has also been increasingly testing and learning about e-commerce channels during the past year and recently developed new packaging. During the Super Bowl, Pepsi skipped a TV commercial in favor of focusing on its Half Time show and spending money on efforts aimed at helping rebuild small businesses local restaurants in Florida as part of this commitment.The energy drink category has been growing consistently for the past five years, according to Fabiola Torres, CMO and SVP for PepsiCo’s energy products. In 2020, PepsiCo announced plans to invest more than $400 million to boost Black business and communities over the next five years, as well as plans to increase Black representation within the organization. The partnership nods to PepsiCo's and James' shared commitment to helping uplift underserved communities. The company will present virtual morning workouts daily for all festival attendees. The first of a series of activations will take place at South by Southwest (SXSW)’s virtual event. In addition to partnering with James, Pepsi will work with several influencers across sports and wellness to promote the new energy drink. "Given this synergy, we will be able to tell brand stories by shining a light on Lebron’s actions and mentality.” "It’s no secret that LeBron is one of the biggest cultural influencers in the world, but beyond his popularity, no one better exemplifies the idea of rising with ambition every single morning and that’s the premise on which MTN DEW RISE was built," Adam Harter, SVP, Media, Sports and Entertainment, PepsiCo,told Brand Innovators. The multi-year PepsiCo partnership with James includes will kick off with the Mountain Dew Rise Energy partnership and will expand in various ways including a snack endorsement, which has yet to be announced. Last year, the company debuted Mountain Dew Zero Sugar, airing its first Super Bowl commercial starring Bryan Cranston and Tracee Ellis-Ross to help illustrate how the low-calorie alternative to the citrus soda was “As Good As The Original.” Mountain Dew, has been expanding its portfolio in recent years to shake the reputation of being a sugary beverage and offer a number of non-sugary beverages. The image is aimed at inspiring consumers to channel their inner lion. Mountain Dew Rise Energy which comes in six flavors – Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz, and Peach Mango Dawn – has a fierce lion on the can created by PepsiCo’s in-house design team. A longtime integrated sponsor of the NBA, Mountain Dew and its sister brands spend upwards of $100 million a year on media campaigns that have shaped pop culture for decades. ![]() ![]() The partnership with James is a natural for the brand. ![]() I'm excited about the opportunity to bring that to life through this partnership with PepsiCo.” "The ability to rise and find motivation to do more and be more every single morning is powerful. 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," James said, in a statement. "It's important to me that I believe in the brands and products where I invest my time. ![]() Pepsi is pitching the product as a sugar-free morning replacement for coffee that offers immune support while helping consumers fire up their ambition and conquer the day. Mountain Dew Rise Energy is a caffeinated fruit drink fortified with vitamins A and C, antioxidants and Zinc. PepsiCo brand Mountain Dew has tapped LeBron James to help launch a new energy drink in a move to associate the beverage with the NBA icon’s motivation and hard work. ![]()
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