“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. “But at the end of the day, once they get through hiccups elated to distribution, production and getting the new packages out, there shouldn’t be a terrible disruption.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. “You would rather make a name change on your own terms and under your own timing-you never want to be forced by a judge to do that,” said Duane Stanford, editor and publisher of trade magazine Beverage Digest. But the phrase is probably less important than the backing of a powerful endorser such as James. It remains to be seen how much the loss of “Rise” will affect Mtn Dew’s morning pitch.
Starting Friday, all marketing will use the new name, she stated. We shifted much of our focus to digital media where our consumer lives,” she stated. “Those events are unrelated and that was always part of the original media plan. The PepsiCo spokeswoman suggested that the timing was coincidental. The ad (below) stopped running in late June, which is around the time Rise Brewing began seeking legal action. “I choose to rise,” he says at the end while sipping the drink.
#MTN DEW RISE TV#
James starred in a TV commercial from TBWA\Chiat\Day NY that used the tagline “The Morning Makes You.” The spot portrayed James as living a fictionalized slacker lifestyle-including as a salsa dance instructor-before shifting to his real-life pursuits of playing hoops, running businesses and engaging in philanthropy. The name Rise is was linked to the drink’s aim to be seen as a morning drink with caffeine and vitamins A and C. PepsiCo is clearly banking on his backing of the new Mtn Dew line extension to help it gain a larger slice of the energy drink market that is dominated by Red Bull and Monster. Mtn Dew Rise was the first PepsiCo product he backed after defecting Coca-Cola Co. James' much-ballyhooed PepsiCo deal, announced in March, ended his 18-year relationship with Coca-Cola, and is expected to include other brands across PepsiCo’s food and beverage lineup, as well as social justice endeavors. The ruling puts pressure on any momentum Mtn Dew Rise had in its first few months of sales while putting a damper on PepsiCo’s new endorsement deal with James.
#MTN DEW RISE FULL#
“All formula, flavors and marketing partners remain the same, and we have full confidence that we will continue to deliver the same great product consumers have quickly grown to love,” she stated in an email. Now PepsiCo has decided to cut its losses and simply brand the product Mtn Dew Energy with the change taking effect Friday, a PepsiCo spokeswoman confirmed to Ad Age.
District Judge Lorna Schofield rejected its request for a reprieve of 11 weeks “to allow PepsiCo to transition away from Mtn Dew Rise Energy with minimized costs and disruption.” PepsiCo appealed the decision but suffered another setback when U.S. Rise Brewing since 2014 has sold caffeinated drinks like cold canned brew coffee under the Rise name.
But PepsiCo suffered a setback last week when a federal judge in New York issued a preliminary injunction that effectively halted sales and marketing of “Rise”-branded Mtn Dew, siding with a company called Rise Brewing, which is alleging trademark infringement. Mtn Dew Rise hit shelves in the spring backed by ads starring LeBron James. PepsiCo will strip the name “Rise” from its new Mtn Dew energy drink in the wake of losing a preliminary court battle with a competitor over the name.
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