Pepsico’s New Licensing Deal

victory tailgate pepsico licensing pepsi mountain dewThe Joester Loria Group has brokered a new licensing deal with Victory Tailgate, to design and sell a line of cornhole boards and accessories for their client, PepsiCo, one of the world’s leading food and beverage companies.

Victory Tailgate will create Pepsi®- and Mountain Dew®-themed cornhole boards, cornhole bags and cornhole board carrying cases that will be available for purchase at and

“Working with The Joester Loria Group to produce new products for two of the largest beverage brands in the world highlights our continued commitment to bring high quality products for consumers when they shop at Victory Tailgate,” said Scott Sims, CEO of Victory Tailgate. “We’re really excited about this opportunity to expand the Pepsi® and Mountain Dew® brands and bring their loyal fan base another fun way to enjoy and experience the brands.”

Victory Tailgate is the largest cornhole board manufacturer in the country and currently holds more than 600 collegiate and select pro sports licenses.

As the brand licensing agency for Pepsico, The Joester Loria Group has developed many exciting brand extensions for both Pepsi and Mountain Dew including Dew’sGreen Label Exclusives collaborations, t-shirts from Body Rags, apparel from Fifth Sun and JC Fits and even a remote-controlled cooler.

PepsiCo’s new licensing deal was featured by License! Global.

Green Label Exclusives Latest Collaboration

Mountain Dew GLX

The Joester Loria Group is continuing to work with Mountain Dew to pioneer new ways to connect with its loyal fan base through limited edition collaborations under its Green Label Exclusives (GLX) program, which launched in 2012. The licensing program brings artists and athletes together with top designers and brands to produce one-of-a-kind signature lifestyle products inspired by the Dew brand.  Since inception, there have been almost a dozen highly successful launches.

In a licensing deal brokered by The Joester Loria Group, the latest GLX collaboration brought together Trevor Colden, the latest professional skater signed to the Dew Skate Team, and his deck sponsor Skate Mental.  The collection includes a limited run of a pro model skate deck, grip tape and a hat.  The artwork is inspired by Dew and Colden’s favorite snacks to have after an intense skate session. Colden will debut the collection while competing in the Dew Tour contest in LA taking place August 14-16 . The capsule launched exclusively at Zumiez, in store and online in August.

All GLX collaborations are supported with digital campaigns and social media to create awareness of the program releases and drive sales.  A deep fan base and quick-to-react consumers have resulted in products selling out within minutes at the several  e-stores including Karmaloop, Zumiez and The Berrics.

Video content is also used to help tell the story of each collaboration and give consumers a behind-the-scenes look at how it all comes together. Consumers want to be a part of the story, and the GLX social campaigns engage them not only by offering a great product, but by letting them in on the product’s back story.

Dew fans can expect to see more exciting collaborations launching throughout 2015.

Another High Profile Lifestyle Collaboration for Mountain Dew

Mountain Dew Licensing

Right on the heels of Dew’s highly successful Green Label Exclusives (GLX) collaboration with GIRL Skateboards, Dew launches its seventh GLX collaboration with Rastaclat.

Dew’s GLX program brings together top brands, artists and athletes to create the hottest limited edition releases.  Earlier this year, the GLX x Girl skatedeck sold out immediately and is now featured in the “Do The Dew” global ad campaign.  In this latest installment to the GLX program, The Joester Loria Group recently partnered its client Mountain Dew with accessories brand Rastaclat on a collaboration inspired by the Green Label philosophy of individuality. The line includes two new colorways of Rastaclat’s popular braided shoelace bracelets and a black and white bucket hat featuring accents in Mountain Dew’s signature shade of green. This exciting new collection is now available on and To help promote the new collaboration, Mountain Dew supported a social media push and a series of videos starring Dew professional skater Boo Johnson and Justin Schulte, that were featured by The Skateboard Mag.

The Joester Loria Group’s client Mountain Dew is a brand known for being high-energy, celebrating individuality and its close ties to action sports; Mountain Dew brand extensions highlight these values.  Look for more GLX collaborations to come in 2015.

Green Label Exclusives Featured In Mountain Dew’s Latest Campaign

green label exclusives

As recently reported by The Wall Street JournalMountain Dew is reviving its famous “Do The Dew” slogan in a new global marketing campaign, which also features the latest collaboration in the Green Label Exclusives (GLX) program.

The Joester Loria Group brokered a deal for Mountain Dew to collaborate with skate brand GIRL to develop a signature capsule collection for  Dew professional skateboarder Sean Malto.  The limited edition collection included a custom skate deck, five panel hat, pocket tee and a wallet, all designed by artist Kevin Lyons.

The “Fireboard” global campaign features professional Dew skateboarder Sean Malto as he sparks a beach bonfire with the GLX skate deck.

The famous “Dew The Do” tagline first debuted 20 years ago and the brand hopes to capture the attention of a global, male, millennial audience with these new spots, which will air both on television and online.

PepsiCo hopes to grow the $9 billion Mountain Dew brand even further with this new marketing push. Most of that growth will come from markets outside the US including Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.  According to Beverage Digest, Mountain Dew is currently the third-biggest liquid refreshment beverage megabrand.

As Mountain Dew’s brand licensing agency, The Joester Loria Group will continue to build on the success of the GLX program.  Stay tuned for new collaborations coming in 2015.

Pepsi & Mountain Dew At SXSW


Earlier this month, South by Southwest (SXSW), the annual interactive, film and musical festival took place in Austin, Texas. The Joester Loria Group’s client Pepsi Beverages North America continued its sponsorship of the event for the seventh consecutive year. Pepsi offered a variety of interactive experiences to drive consumer engagement for several of its brands including Pepsi®and Mountain Dew®.

Mountain Dew offered a number of SXSW experiences including an immersive consumer experience called Green Label Live, which featured live performances by A-Trak and other Green Label Sound artists such as Joey Bada$$ and MNDR.  In addition, the Green Label Exclusives licensed product program was on hand at the Green Label house and seeded to press and influencers at an invite only media event.  GLX partner Rastaclat posted about the event as well .

As the exclusive North American licensing agency for PepsiCo, the Joester Loria Group has developed a variety of successful brand extensions for Pepsi and Mountain Dew including many popular Green Label Exclusives capsule collections for the Mountain Dew brand.  By integrating licensing into key brand initiatives, like SXSW, the brand is able to enhances its engagement with consumers and provide additional ways for fans to connect with their favorite brand.

Mountain Dew’s Latest Collaboration Sells Out in Minutes

Green Label Exclusives

In a partnership curated by the Joester Loria Group, Mountain Dew’s Green Label and Girl came together for a special collaboration to celebrate Sean Malto’s involvement with Mountain Dew. Working with artist Kevin Lyons, and inspired by Malto, the collection is a nod to Green Label’s commitment to skate, art, and music.

The collection, including a skate deck, five panel hat, pocket tee and wallet, initially dropped on The Berrics Canteen and immediately sold out.  The collaboration will later be available on and at select brick-and-mortar locations nationwide.  Limited quantities will be available and range in price from $20 to $55.

Green Label Exclusives Girl

Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand.  Each collaboration is supported with video content that helps tell the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together.

Mountain Dew’s Action Sports Sponsorships

dew tour

Image via

A recent Forbes article detailed Mountain Dew’s successful use of action sports sponsorships as a marketing tool to generate brand awareness and align the brand with the extreme sports lifestyle. By creating their own platform with The Dew Tour, Mountain Dew is able to control the entire consumer experience with the event versus simply sponsoring an already-existing event. By creating their own event and becoming synonymous with extreme sports, Mountain Dew has been able to strongly reinforce its fast, exciting and extreme brand identity. The end result of this marketing strategy is an intensely loyal fanbase and solid brand values.

Now celebrating its tenth anniversary, The Dew Tour made its fourth and final stop of 2014 in Breckenridge, Colorado, for the Mountain Championships. More than 40,000 fans attended the four-day event featuring snowboard and freeski competitions; a live concert; and an interactive Dew Tour brand experience. Additionally the finals of the competitions were broadcast on NBC and NBCSN, while practices and semifinals were livestreamed on NBC Sports Live Extra and

Dew Cups were awarded to American freeskiers Maddie Bowman, Torin Yater-Wallace and Gus Kenworthy, and to snowboarders Jamie Anderson, Kelly Clark, Taylor Gold and Keri Herman. Many of these athletes competed and received medals at the Olympic Winter Games in Sochi this past year.

Fans in attendance were treated to Mountain Dew sampling, athlete autograph sessions and the DEW Virtual Reality Skate Experience, which debuted in 2014 in Brooklyn. Fans also were awarded prizes at the DEW Social Store by participating in a social media scavenger hunt and tagging their photos with #DOTHEDEW. Instagram photos tagged #DOTHEDEW were displayed on an Instaprint Mosaic, a photo mosaic that was updated in real-time. The #DOTHEDEW prizes included products from Dew’s Green Label Exclusives program including a capsule collection from Starter Black Label.  The co-branded collection included a crew neck sweatshirt, beanie and wool snapback.  The items were decorated with patches that tied back to the Dew Tour Mountain Championship and were accented with reflective tape.

Additionally, for the second year in a row, attendees could participate in the Mountain Dew Mountain Mix-Off at five local Breckenridge bars. This DEW-focused cocktail creation and DJ mix-off competition engaged thousands of fans throughout the weekend, culminating in a final event where professional snowboarders Danny Davis and Scotty Lago chose the winning drink and fans chose the winning DJ.

Finally, hundreds of fans and athletes packed the house at a screening party for “Peace Park,” a film collaboration between Mountain Dew, Danny Davis and Burton. The film has been viewed by nearly one million fans and has garnered over 400 million media impressions to date.

The Joester Loria Group is the exclusive North American licensing agency for Mountain Dew. JLG has developed many successful brand extensions for Mountain Dew including several popular Green Label Exclusives capsule collections.

New Apparel Collections for Mountain Dew & Pepsi

The Joester Loria Group brokered deals for new lines of apparel for its clients Pepsi and Mountain Dew which recently launched at retail.

The newest additions to the Mountain Dew apparel collection consists of a long sleeve printed tee from licensee Fifth Sun and a polyester pullover fleece as well as a pullover heather fleece hoodie from licensee Dynasty.

mountain dew licensing

The relaxed-fit long sleeve t-shirt affords wearers the ultimate in cotton comfort, featuring a splashy neon logo at the chest, across the back and tilted down the sleeve. With its laid-back banded neckline and loose sleeves, the shirt can be worn casually or even for light workouts with a pair of sweats. It’s currently available online at Urban Outfitters for a suggested retail price of $34.

mountain dew licensing

The Mountain Dew Polyester Pullover Fleece features a contrast hood lining, rib and drawstring for ultimate protection and warmth; front kangaroo pocket to keep hands warm or to store any gear and an enviable Mountain Dew graphic. The sweatshirt is available at Shopko stores with a suggested retail price of $59.99.

mountain dew licensing

Whether you’re an action sports newbie or just want a piece of Mountain Dew nostalgia, the new Heather Fleece Hoodie is sure to quench your thirst. The soft, midweight fleece features a throwback-worthy distressed soft-screen print and a full, loose fit that frees wearers up for a full range of motion and comfort while blocking out wind and cold. The hoodie is available at K-Mart stores with a suggested retail price of $29.99.

Meanwhile, Pepsi’s new apparel line in partnership with JC Fits will be cycled seasonally to keep pace with the latest trends. The range will include everything from stylish separates to textured fashion tops and simple tanks and tunics featuring nostalgic soft-screen print Pepsi logos. Some of the latest pieces are pictured below with more coming soon to juniors fashion departments at specialty, boutique and department stores for the 2014 holiday season.

pepsi licensing

Mountain Dew’s Latest Brand Extensions

mountain dew brand extensions

It’s been a busy month for the Mountain Dew brand with the latest stop on the Dew Tour and a new Green Label Exclusives collaboration.

The Dew Tour made its first ever stop in Brooklyn from September 18-21, drawing approximately 17,000 fans to the Toyota City Championships. Athletes battled it out for the top prize over two days of competition, demonstrating their creativity and technical skills on courses inspired by iconic New York City skate spots. Garrett Reynolds claimed the top spot in BMX, while Dew Tour newcomer Trevor Colden earned his first Dew Cup in skateboard streetstyle.

In addition to the Dew Tour, another major brand initiative for Mountain Dew is the Green Label Exclusives (GLX ) program. On behalf of their client, The Joester Loria Group has brokered another GLX collaboration which debuted at the event.

The GLX x Girl capsule collection designed by Kevin Lyons for Dew skater Sean Malto will launch in late October at Zumiez and select specialty stores nationwide including online at Crailstore and The Berrics Canteen.  The collection includes a skate deck, five panel hat, pocket tee and wallet featuring the unique and custom designs from Lyons.  Limited quantities will be available and will range in price from $20 – $55.

In addition to designing a line for the GLX program, Lyons also curated the Green Label Gallery Brooklyn installation at the Dew Tour’s latest stop in Brooklyn. The gallery featured more than 40 artworks from young artists selected by Lyons. Additionally, a hashtag gallery on Instagram will showcase pieces from more than 80 artists. Work from Lyons was also displayed in the gallery. A full interview with Lyons is featured on

Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand.  Each collaboration is supported with video content that helps tell the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together.

Mountain Dew Sporting Goods Launch at Retail

mountain dew sporting goods

On behalf of its client, The Joester Loria Group brokered a licensing deal to extend Mountain Dew into the sporting goods category.

As America’s #1 non-cola soft drink brand, Mountain Dew has dominated the teen and young adult market with its cutting-edge, high-energy and exhilarating attitude.  Embracing the action sports lifestyle through its continued support and sponsorship of events, competitions and athletes, the Dew sporting goods collection is a natural extension of the brand, which gives consumers an opportunity to “Do the DEW.”

Mountain Dew sporting goods from JNJ Sports debuted on September 1st at select Walmart and Toys “R” Us stores. The new line includes two long board skus and one scooter with a suggested retail price of $38.

Sporting goods is the latest category in Mountain Dew’s successful multi-category licensing program.