This multifaceted deal starts with MTN DEW RISE ENERGY and will expand to touch on numerous aspects of James’ wide-ranging work. The multiyear PepsiCo partnership with James includes Beverages with MTN DEW RISE ENERGY and will activate across PepsiCo’s portfolio in unique and unexpected ways including in the Snack category. 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,” said James. “It’s important to me that I believe in the brands and products where I invest my time. He not only continues to excel on and off the court but has dedicated his life to help others rise as well.” “LeBron is the epitome of motivation and has achieved legendary status by seizing every morning.
“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. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, MTN DEW RISE ENERGY is designed to awaken ambition and help people conquer the day.
MTN DEW RISE ENERGY has approximately 180 mg of caffeine, vitamins A and C, antioxidants, and fruit juice. “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.” Our symbol of power, strength and protection, the Lion waits for the right moment to leap into action,” said Carl Gerhards, Senior Director of Design for PepsiCo North America Beverages. “Lions hunt primarily in the morning with a sharp focus on their goal. The team also created unique designs for eCommerce packaging that will make a statement when your package arrives. The matte silver can substrate creates a sense of performance, protection and premium appeal, and key product attributes like caffeine level, immune support and mental clarity are easy to find on the top of the pack. 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 logo features a lion, a king with a fierce inner spirit, as the brand icon. MTN DEW RISE ENERGY will launch with a bold visual identity created by PepsiCo’s in-house design team. MTN DEW RISE ENERGY is a new kind of energy drink specifically formulated with ingredients to kick off the morning with a mental boost, immune support, and zero grams of added sugar. PepsiCo launched MTN DEW RISE ENERGY today with an exciting partnership with LeBron James.
Packaging Substrate / Materials: Aluminum Cans
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