Mountain Dew at South by Southwest

Earlier this month our client Mountain Dew took part in The South by Southwest® (SXSW®) Conferences & Festivals, the annual convergence of original music, independent films, and emerging technologies.

Mountain Dew set up its Green Label House in Austin, Texas, to host musicians, athletes and press and to showcase its Green Label line of licensed products. Green Label is Dew’s outpost in the world of youth culture which was created as a vehicle for emerging artists.

Mountain Dew Licensing showcased their Green Label Exclusives collaborations within the lounge area of the house for a media preview and influencer barbecue and concert. Attendees included Dew-sponsored professional athletes from the skate and snow teams. Media outlets including Complex, Billboards, Rolling Stone, US Today also were in attendance. Celebrities like Victor Cruz of The New York Giants and Nick Cannon took in performances by Joey BadA$$ and Pro Era, DJ Premier, Earl Sweatshirt, Dyme-A-Duzen, RL Grime, Brenmare, Venus and more.

The product on display featured collaborations developed for Mountain Dew by The Joester Loria Group such as:

*Mountain Dew x Mac Miller x Diamond Supply Co. Snapback Hat

*Mountain Dew x P-Rod x Plan B Skatedeck

*Mountain Dew x Boo Johnson x SUPRA Sneaker

*Mountain Dew x Keelan Dadd x DGK duffel bag + accessories

*Mountain Dew x Good Wood NYC accessories

The Green Label House provided an excellent opportunity to promote the Mountain Dew Green Label Exclusives collection and introduce a new audience to the brand’s licensed products and partnerships.

Check out some of the recent press coverage for more details:

http://www.thefader.com/2013/03/19/live-green-label-sound-showcase-at-sxsw/

http://theberrics.com/news/a-weekend-at-sxsw.html

Mountain Dew Kickstarts Breakfast

Image via MountainDew.com

Our client Mountain Dew recently expanded their brand with a new line of breakfast beverages called Kickstart. The new drinks are a blend of Mountain Dew and fruit juice that come in two flavors: Orange Citrus and Fruit Punch. Kickstart has 92 milligrams of caffeine per 16 ounce can, which is far less caffeine than most energy drinks or coffee. The drinks are also infused with Vitamins B and C. Mountain Dew wanted to capitalize on an opportunity to give consumers an alternative to more traditional morning drinks like coffee, tea and juice. Kickstart hit shelves on February 25th.

Supra NYC Celebrates Boo Johnson’s Mountain Dew Green Label Exclusives Collaboration

Earlier this month, we told you about our client Mountain Dew’s latest Green Label Exclusives collaboration with pro skater Boo Johnson and Supra Footwear. To celebrate the launch of the Boo Johnson Amigo sneaker, Supra NYC hosted a party at its store in the Nolita neighborhood of New York City on December 6.  A line of party goers wrapped around the block and the store quickly filled to capacity. Guests were treated to music by DJ  Phony Ppl and a surprise performance fromJoey Bada$$. Boo Johnson and fellow pro skater Keelan Dadd were both in attendance.  Boo Johnson’s Amigo Sneakers went on sale on Karmaloop on December 13th and sold out in less than 12 hours. For more pictures from the event, check out the recap from Complex Magazine. 

This collaboration is just the latest in a long line of successful Green Label Exclusives collaborations developed by The Joester Loria Group for Mountain Dew. This program is a great example of a brand partnership with influencers who are perfectly aligned with the culture, lifestyle and values of the brand.

Look for more collaborations to come in 2013.

Mountain Dew’s Limited Edition Sneaker Release

Mountain Dew’s Green Label Exclusives program has brought together the newest member of the Dew skate team, Boo Johnson, in collaboration with SUPRA for a limited edition sneaker release.  The Boo Johnson SURPA Amigo sneaker features Boo’s preferred personal style accented with Mountain Dew’s throwback icon “Willy the Hillbilly”. 

150 pairs go on sale on December 13th at Karmaloop.com for $70. The collaboration was first showcased in SUPRA’s booth at PROJECT in August and then at the DEW Tour event in San Francisco this September. Social media marketing and advertising for the collaboration launched on Thursday, November 29^th in anticipation of the retail launch. 

Mountain Dew will host a launch party today to celebrate this exciting collaboration at the SUPRA store on the Lower East Side.  Boo Johnson will be in attendance along with other Dew talent including pro skater, Keelan Dadd and the latest artist on GLX, Joey Bada$$ will be there as well.

Green Label Exclusives Showcased at Dew Tour in San Francisco

Joester Loria Group Brokers New Deal for Mountain Dew Green Label Exclusives to Launch Latest Capsule Collection

Mountain Dew Green Label Exclusives recently collaborated with lifestyle brand DGK Skateboards and professional skateboarder Keelan Dadd to produce a travel kit featuring essentials for life on the road including a duffle bag, socks, hip-pouch, sunglasses, coozie, and skate deck sticker. The limited edition kit retails for $100 and is available exclusively through Karmaloop.com.  To date, there has been over  1,088,420 views of the collaboration video.

Keelan, who is part of the Mountain Dew skate team, worked directly with DGK’s lead designer to assist the creative process and the collaboration allowed Keelan to bring his personal style to life with a custom item. The end result represents a combination of Keelan Dadd’s stylistic input and Mountain Dew’s core brand aesthetic.

The duffel bag is the centerpiece of the capsule collection, featuring a custom handle patch that showcases Keelan Dadd’s name and signature, the Dew logo and the DGK classic tag logo. Aligning with the “This is How I Dew” brand messaging, the duffel bag strongly states, “Nothing to Lose—Everything to Gain,” also speaking to Keelan’s spirit as an up and coming skater and Dew’s positive outlook on being yourself and overcoming odds.

Mtn Dew’s Green Label Exclusives program brings artists and athletes together with top designers to produce one-of-a-kind and limited edition lifestyle products inspired by the Dew Brand. MTN DEW previous collaboration in May with Mac Miller and Diamond Supply Co. sold out in just eight minutes.

The Joester Loria Group brokered this brand partnership on behalf of our client Mountain Dew.

Check out more details from Complex Magazine: http://www.complex.com/style/2012/09/promo-keelan-dadd-x-dgk-capsule-collection-now-available-on-karmaloop

Special thanks to License Magazine for their recent coverage of this collaboration.

Dew Tour Kicks Off in Ocean City, Maryland

Last week, the 2012 Dew Tour got underway with the Beach Championships in Ocean City, Maryland.  Highlights of this first tour stop included: the debut of three new events: BMX Mega 2.0, BMX Flatland and Skate Mega 2.0; six fan favorite events; a new larger arena and nine musical acts including Lupe Fiasco.

Coinciding with the beginning of the tour, Dew Tour skateboards hit Walmart stores nationwide on August 18th.  The skateboards feature a painted-dipped, 7-ply all Canadian Maple deck, seven speed bearings, alloy powder coated trucks, deluxe grip tape, and exclusive Dew Tour graphics.  The boards are a result of a licensing partnership with MotionTrendz/Ballard Pacific Resources brokered by The Joester Loria Group.

The Ocean City tour stop boasted a record setting 93,000 fans throughout the weekend!
For a complete recap of the tour and highlights, visit:
http://www.allisports.com/dew-tour/event/ocean-city-2012/news

Special congrats to our colleague and friend Chris Miller of Alli Sports on his Dew Tour Legends Jam win! To read more about his win, visit: http://www.allisports.com/dew-tour/event/ocean-city-2012/news/chris-miller-dominates-skate-bowl-legends-jam.

New Brand Licensing Partnerships for Pepsi, SoBe and Mountain Dew

The Joester Loria Group is thrilled to announce exciting new brand extensions for Pepsi, SoBe, and Mountain Dew.

Dynasty Apparel will expand the soft goods offerings of all three brands with new apparel collections. In addition, these collections will also incorporate new technologies such as augmented reality to showcase unique branded content including Pepsi Max’s “Uncle Drew” campaign, which became a viral sensation with over 13 million views on YouTube.

The Pepsi collection will feature artwork from the brand’s rich 100-year-old archives adapted to today’s trends.

For SoBe, the apparel will capture the vibe of sunny South Beach, the root of the brand, and its culture and aesthetic. The collection will include tees, tanks and fleece for Men, Young Men, Juniors and Ladies.

The Mountain Dew apparel will feature graphics that highlight that brand’s connections to music and sports and augmented reality technology to emphasize the brand’s ties to gaming and social communities.

The Joester Loria Group has also secured a deal with leading online retailer, Fanatics, for Mountain Dew. The new partnership will expand Mountain Dew’s soft good programs with exclusive offerings for Fanatics’ ecommerce platforms. The new apparel will be available through a dedicated Fanatics ecommerce site as well as through online partners such as with Amazon.com. The tees, tanks, dresses, fleece tops and bottoms will reflect both Mountain Dew’s edgy brand essence and new twists on vintage Hillbilly graphics.

Mountain Dew Introduces Exclusive Green Label Snapback Cap

The Joester Loria Group has partnered Mountain Dew with lifestyle brand Diamond Supply Co. and hip-hop artist Mac Miller to create a new Mountain Dew Green Label Exclusives limited edition cap.

The Mountain Dew limited edition snapback cap, designed by Mac Mill and Diamond Supply Co.’s creative team, will be sold exclusively on Karmaloop eStore site starting on May 28th. Check out the a Mountain Dew video featuring Mac Miller highlighting the partnership, by visiting Karmaloop.com and clicking on the product.

Read more about Mountain Dew’s latest brand extension on LicenseMag.com.