License! Global recently shared an in-depth look at the successful licensing program The Joester Loria Group has cultivated for the Mountain Dew brand.
The overview highlights Mountain Dew’s sports sponsorships and musical connections which help define the brand and its licensing extensions. Social media and engaging digital content are also driving forces for the Mountain Dew brand.
A main focus for the Mountain Dew brand is the “Green Label Exclusives” licensing program, which brings artists and athletes together with brands and designers to create one-of-a-kind and limited edition capsule collections of lifestyle products inspired by the Dew brand DNA. Since the GLX program resonates with a younger consumer, the program is promoted through behind-the-scenes video content that tells a story and can be easily shared across social media channels.
The GLX collections are very successful and frequently sell out quickly. Recent success stories include: HEX and Dew-sponsored skater Theotis Beasley; Diamond Supply Co. and hip-hop artist Mac Miller and skateboarder Boo Johnson and SUPRA among others.
Additionally, the GLX program has some exciting developments for the remainder of 2014. Highlights include the launch of e-commerce on Green-Label.com later this year, a new partnership with ICNY and Mike Cherman and a sporting goods licensing deal with JNJ International.
Check out the full story from License! Global.