Design: PepsiCo
Location: United States
Project Type: Produced
Product Launch Location: United States
Packaging Substrate / Materials: Aluminum Cans

PepsiCo launched MTN DEW RISE ENERGY today with an exciting partnership with LeBron James. 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.

MTN DEW RISE ENERGY will launch with a bold visual identity created by PepsiCo’s in-house design team. The logo features a lion, a king with a fierce inner spirit, as the brand icon. 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 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. The team also created unique designs for eCommerce packaging that will make a statement when your package arrives.

“Lions hunt primarily in the morning with a sharp focus on their goal. 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. “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.”

MTN DEW RISE ENERGY has approximately 180 mg of caffeine, vitamins A and C, antioxidants, and fruit juice. 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.

“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.”

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. This multifaceted deal starts with MTN DEW RISE ENERGY and will expand to touch on numerous aspects of James’ wide-ranging work.

“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.”

PepsiCo’s and James’ shared commitment to uplifting and impacting underserved communities – 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 support Black businesses and communities, and increase Black representation at PepsiCo. These initiatives comprise a holistic effort as part of PepsiCo’s racial equality journey to help address the need for systemic change.

MTN DEW RISE ENERGY Offers Citicoline and Caffeine for a Mental Boost and Zinc to Help Provide Immune Support in Six Great-Tasting Flavors

MTN DEW RISE ENERGY is packed with functional ingredients. It is available in 16 oz cans in six delicious, refreshing flavors: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz, and Peach Mango Dawn. It is available at all major retail locations where PepsiCo products are sold for an average MSRP of $2.59.

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.