The campaign for Mtn Dew Rise Energy is notable for introducing the brand in a major national campaign and as the first highly visible sign of its collaboration with LeBron James. PepsiCo introduced the energy drink in March and announced the NBA star would be the face of the brand and collaborate on promotions for Frito-Lay, the company’s snacks division. The endorsement deal was significant considering James previously had been a celebrity spokesperson for archrival Coca-Cola the past 18 years, CNBC reported. James’s status as a superstar athlete can help PepsiCo to raise visibility for Mtn Dew Rise Energy and establish the brand extension in the growing category of energy drinks.
