PepsiCo companions LeBron James in newest MTN DEW vitality drink launch
PepsiCo’s multi-year partnership with LeBron Begins underscores the companies’ shared values and commitment to community advancement
Every morning is an opportunity to seize the day and close the gap between intention and motivation. Nobody embodies this mentality better than NBA icon, businessman and philanthropist LeBron James, an integral partner behind the launch of PepsiCo’s MTN DEW RISE ENERGY, a new type of energy drink specially formulated with ingredients to start the morning with a mental boost, immune support and zero grams of added sugar.
The company’s MTN DEW RISE ENERGY contains approximately 180 mg of caffeine, vitamins A and C, antioxidants and fruit juice. With citicoline and caffeine to increase mental clarity and zinc to support the immune system, MTN DEW RISE ENERGY is intended to awaken ambition and help people master the day.
“As energy drinks evolve to offer even more functional benefits, we are excited to introduce the new MTN DEW RISE ENERGY for those looking for a morning boost with improved mental clarity and immune support to help you conquer the morning, to conquer the day. ” said Fabiola Torres, CMO and SVP, Energy Class, PepsiCo.
“LeBron is the epitome of motivation and has achieved legendary status every morning. Not only does he continue to be great on and off the court, but he has spent his life helping others stand up too. “
“It is important to me that I believe in the brands and products in which I invest my time. When I first heard about the message behind the drink – the fact that every day is a chance for all of us to get up – I was really impressed, “said James. “The ability to stand up and find the motivation to do more and be more each morning is powerful. I am thrilled to have the opportunity to bring this to life through this partnership with PepsiCo. “
PepsiCo’s multi-year partnership with James includes beverages with MTN DEW RISE ENERGY and will be activated in unique and unexpected ways across the PepsiCo portfolio, including the Snack category. This multi-faceted deal starts with MTN DEW RISE ENERGY and expands to cover many aspects of James’ extensive work.
“LeBron is arguably the most influential celebrity in the galaxy right now. He dominates the field, has a thriving business, puts his family first, and is committed to social change and community impact, ”said Adam Harter, SVP, Media, Sports and Entertainment, PepsiCo.
“Not only will he be an incredible brand partner of MTN DEW RISE ENERGY, but we look forward to the collective impact we can have on the people we serve through education, social justice and community initiatives.”
PepsiCo and James’ joint commitment to uplifting and influencing underserved communities – embedded in the MTN DEW RISE ENERGY ethos to help everyone achieve their full potential – creates a powerful combination with the ability to grow communities as the partnership progresses influence.
In 2020, PepsiCo announced an investment of more than $ 400 million / £ 288 million over five years to strengthen black businesses and communities and increase black representation at PepsiCo. The company’s journey to racial equality focuses on three pillars on which it can have the greatest impact: people, businesses and communities.
