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

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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.

Licensing Success Story: Mountain Dew

mountain dew

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 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.


The Joester Loria Group Secures Next Mountain Dew Collaboration

GLX Mountain Dew Brand Collaboration

On behalf of their client, Mountain Dew, The Joester Loria Group has brokered another collaboration for Dew’s Green Label Exclusives (GLX) program.

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.

For the latest collaboration, GLX and New York based brand ICNY have partnered with Starter Black Label to create an NYC-inspired capsule collection. Utilizing Starter Black Label snapback hats, tees and hooded fleece as the canvas for this project – the GLX/ICNY collaboration highlights the new New York athlete – one whose stadium is the streets of the city and competition comes from within.

The hat, tee and hoodie graphic utilize ICNY’s unique 3M printing process combining embroidery, platisol printing with 3M embellishment. The design is inspired by ICNY owner and designer Mike Cherman’s daily races through the streets of NYC. The streets listed on the back of the tee and sweatshirt are all found on his route from his Brooklyn studio to the NYC office of ICNY.

“I’m constantly racing with myself up bridges, down avenues and through intersections – pushing myself, my designs and my brand to be the best it can be. This GLX collection is a reflection of that,” said Cherman.

The GLX x ICNY x Starter Black Label Collection is a limited release and only available at the following retail locations nationwide: and flagship stores, Revive in Michigan, Sole Fly in Miami, Compound Gallery in Portland, and Alumni in Brooklyn.

Previous GLX collaborations partnered Mountain Dew with music artist Mac Miller and Diamond Supply Company; pro skateboarder Keelan Dadd and Dirty Ghetto Kids; pro skateboarder Boo Johnson and Supra; and pro skateboarder Theotis Beasley and HEX.

Mountain Dew’s Green Label Exclusives at SXSW

Earlier this month, thousands of people attended South by Southwest in Austin, Texas to learn about the latest developments in the interactive, film and music industries. The Joester Loria Group’s client, Mountain Dew, got in on the action by hosting a party to celebrate its Green Label program.  The event was held at the COMPLEX Complex with Been Trill, Missile Command, SNDCLSH, Vic Mensa, Los Rakas & Anamanaguchi. Art exhibits throughout the Green Label House featured work from local Austin artists.

The Joester Loria Group brokered a new brand partnership for the Green Label Exclusives program, which was on display at the party and around the streets of Austin. GLX collaborated with Starter Black Label and Ice Cold NY to create a limited edition item for this year’s SXSW Green Label Showcase.  Customizing Starter’s iconic snapback with ICNY’s unique 3M reflective application, this hat will not be missed.  The limited run of fifty hats are not available for purchase and could only be seen at the Green Label House and around the streets of Austin.  Designed by ICNY founder Mike Cherman, the hat incorporates the abbreviated logos ‘ATX’ & ‘GLX’  into a lone star graphic.  Roman numerals on the green underbrim reference the 26th anniversary of the festival.  The 3M embellishments produce a strobe light effect at night giving this piece the ICNY signature look.

The GLX Reflective Hat is the first in a larger collection to come from the GLX, Starter Black Label and ICNY collaboration.  Be on the lookout for a full capsule of apparel and accessories dropping late Spring 2014.

Another highlight of the event was a special announcement made by legendary filmmaker Robert Rodriguez launching the Green Label Studios Open Call program. The program will award one lucky talented individual the chance to create content for Green Label Studios. All video entries will be judged by Green Label’s editorial team, with 10 lucky finalists each receiving a $10,000 production grant to create a special piece of content for DEW. Finalists will then present their work to a Green Label Studios panel at an exclusive DEW event this summer in New York City. The winning filmmaker will then receive the grand prize of a $250,000 production grant to create content for and the chance to be mentored by Robert Rodriguez and Orci.

After the announcement, the party continued with live performances from Anamanguchi, Los Rakas, Vic Mensa, SZA, Pyrez Vision of Been Trill, MSSL CMMND, SNDCLSH, and appearances by the Mountain Dew Skate Team, Victor Cruz, Talib Kweli, Steve Berra and more.

Mountain Dew’s Latest Brand Partnership

The Joester Loria Group client Mountain Dew has collaborated with professional skateboarder Theotis Beasley and HEX on a new backpack and iPhone case as part of its Green Label Exclusives program. These exciting new products are currently available at as well as other specialty retailers. To create excitement for the collaboration, CCS is hosting a giveaway of the backpack and iPhone case on their blog. To enter the giveaway, consumers need to follow Hex and Theotis Beasley on Instagram and post an image with the hashtag #greenlabelHEX.

To further promote this new partnership, the line was featured in CCS’s latest catalog.

Additionally, CCS and Theotis Beasley partnered on a fun video to promote the collection, in which he demonstrates the various things that can fit into the backpack.

Theotis Beasley and HEX are just the latest partners in Mountain Dew’s Green Label Exclusives program. This series of brand partnerships enlists athletes and influencers to create a variety of limited edition lifestyle products inspired by the Mountain Dew brand.