PepsiCo Renews MLB Sponsorship

Just in time for the beginning of baseball season, PepsiCo recently announced the extension of their longstanding sponsorship agreement with Major League Baseball. Under the new agreement, PepsiCo will maintain exclusive rights to use the MLB marks and logos for the non-alcoholic beverage, sports fuel and salty snack categories. Several brands under the PepsiCo umbrella including Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack and Lay’s will remain MLB sponsors.

To promote the partnership, PepsiCo will execute local and national marketing campaigns that will include retail promotions for consumers. PepsiCo will also be incorporated into MLB’s TV, mobile and digital content. Additionally, PepsiCo brands will activate at key MLB events throughout the year such as the All-Star Game and World Series.

Individual PepsiCo brands will support the partnership through a variety of marketing initiatives. For example, Pepsi will launch its “For the Thrill of the Game” campaign, highlighting baseball fans’ passion for the sport. The campaign will be supported with digital content hosted on Meanwhile, Gatorade is releasing an advertising campaign starring the MLB’s Bryce Harper.

Other brands will also get in on the action. Aquafina remains the “Official Water of Major League Baseball” and also becomes the “Official Sponsor of the Seventh Inning Stretch” this season with special on-package promotions. Frito-Lay brands will develop team specific point-of-sale displays in select markets where it has a team sponsorship.

In addition to its sponsorship deal with the MLB, PepsiCo also has sponsorship agreements with more than half of the MLB teams and more than a dozen MLB athletes. This brand partnership allows PepsiCo to capitalize on the popularity of baseball along with the MLB brand’s loyal fanbase.

Pepsi & Mountain Dew Licensing Programs Add New Housewares

The Joester Loria Group is working with its client to grow the Pepsi and Mountain Dew brand licensing programs with new tabletop, entertaining and home décor partners.  Both beverages are always a key element to entertaining and these new housewares and home décor items will give extra pop to any home.

Pepsi is essential to entertaining and Permasteel’s line of coolers will further extend the life of the party by offering consumers a chic way to cool and store their beverages.  The line consists of high quality indoor/outdoor coolers, sleek silhouettes and graphics that tap into Pepsi’s most iconic logos and imagery. Pepsi coolers will hit stores Spring 2014, retailing for $99 to $249. joins the Pepsi program for print-on-demand art and photographic prints, posters, canvas and wall decor.  Utilizing Pepsi’s 110+ years graphic archive, will house iconic artwork and advertisements for their print-on-demand capabilities. This exciting partnership allows Pepsi consumers to truly connect with the brand, picking favorite pieces to incorporate into their homes.

A leader in glassware and kitchen accessories, iCup joins the PepsiCo portfolio with a line consisting of everyday glasses, pitchers, canisters and trays along with a set of acrylic and melamine products set to follow market trends. The Pepsi collection will take inspiration from the brand’s youthful pop image and its 100+ years of logos and graphics to design both modern and retro houseware items.

In contrast, the Mountain Dew collections will reflect an edgy and high energy spirit with innovative design as well as call upon Dew’s playful hillbilly heritage with mason jars and other novelty items.

Both assortments will launch in the Spring of 2014, with broad retail reach, targeting channels from mass up to specialty.

To further Mountain Dew’s home décor,  Advanced Graphics joins the program for a line of cardboard stand-up wall decals. The unique items will be found at specialty stores and across major e-commerce platforms such as starting February 2014.

As the official North American licensing agent for PepsiCo, The Joester Loria Group is excited to welcome these new partners to the brand’s licensing portfolio.

Pepsi Partners With Concept One in New Licensing Deal

In a deal brokered by the Joester Loria Group, Pepsi’s lifestyle  program is expanding through a new licensing deal with Concept One.

Concept One will introduce seasonal collections to include a broad range of Pepsi headwear, cold weather gear, and a line of board shorts.  Additional coordinating  accessories will complement the collections including slippers and flip flops.

The collection will leverage Pepsi’s long history as an iconic brand as well as its strong pop culture relevance to deliver styles that are vintage-inspired but live up to today’s more contemporary trends. The line is slated for a Spring 2014 launch, targeting retail channels from mass to specialty, with a suggested retail price range of $9.99 to $29.99.

A trusted partner, Concept One is also a licensee for PepsiCo’s Mountain Dew with a successful line of Mountain Dew headwear, board shorts and flip flops available at retailers nationwide.

Pepsi and Kellogg’s Named Among Most Respected Brands

The Joester Loria Group is delighted to share that two of our clients have been named among the most respected brands in this year’s Corporate Branding Index.  CoreBrand’s Corporate Branding Index provides benchmarking data and brand evaluations for over 1,000 companies across 54 industries and is a leading full-service brand consultancy agency.  Their prestigious report names the top 10 most respected corporate brands based on their Familiarity and Favorability data. Brands with the highest rank are defined by CoreBrand as the most respected. We are thrilled that PepsiCo is tied for the top position and Kellogg’s is number seven on the 2013 list.

As the North American licensing agency for both Pepsi and Kellogg’s, we strive to develop innovative and successful brand extensions. We ensure that all licensing activity is strategically aligned with the brand’s core values, therefore enhancing the overall familiarity and favorability.  We are so proud of both Pepsi and Kelloggs and look forward to continuing to expand their ever-growing licensing programs.

License Global and Pr Newswire have shared this fantastic news. The complete Corporate Branding Index report can be viewed here.


Pepsi Continues Its Iconic Summer Campaign

Earlier this summer, our client Pepsi hosted a “Dance for a Chance” competition which gave fans the opportunity to win a trip to New York City to meet superstar Beyonce at the August 4th stop of her “Mrs. Carter World Tour” in Brooklyn. To enter the competition, fans had to submit videos of themselves dancing inspired by Beyonce’s Pepsi commercial.

The eight winners were also given the chance to work with Beyonce’ choreographer Chris Grant, who taught them the routine for the singer’s hit song, “Grown Woman.”  After working with Grant, they also met Beyonce and showed off their dance moves for her in person.

Mashable recently shared an exclusive video which shows the eight winners meeting Beyonce and dancing for her.  The winners were outfitted in Pepsi vintage tees and tanks, available at the Pepsi Shop

This competition was part of Pepsi’s larger “Iconic Summer” marketing campaign which they promoted through several important pop culture events like the MTV Video Music Awards, the MLB All-Star Game, the Macy’s 4th of July Fireworks Spectacular, the CMT Awards, the CMA Festival, the Gulf Coast Jam and Clear Channel’s free concert series.


Mountain Dew’s Green Label Exclusives Program Expands Through Apparel Collaboration

The Joester Loria Group has brokered a new licensing deal on behalf of our client, Mountain Dew, with Atiba Jefferson as the next partner in its 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.

In the latest collection, Mountain Dew taps photographer Atiba Jefferson to showcase his unique style in the latest apparel collaboration for their Green Label Exclusives program.  The Los Angeles-inspired collection features select photos by Atiba that capture his LA based lifestyle from behind the lens.  The collection of photo tees highlights Atiba’s favorite works featuring Downtown LA, the Valley, Echo Park and more.  Through this collaboration GLX offers an exclusive perspective on Atiba’s LA world and his favorite skate spots to shoot P-Rod and other pro athletes.

The limited edition collection of licensed tees and tanks featuring Atiba’s images are made in the USA.  They will be available beginning August 2nd at, where only 100 units of each shirt will be available.   In stores, the apparel collection will be available for purchase at Primitive and Supreme’s LA flagships and select skate shops nationwide.

HVW8 Art + Design Gallery in LA hosted the Atiba Jefferson for Green Label Exclusives LA Capsule Collection release party on July 25th.  Prints of the photos featured in the Atiba Jefferson for GLX collection were on display along with additional photos from Atiba including shots of Mountain Dew pro-skater Paul Rodriguez and other top LA based athletes, artists and city sights.

The Joester Loria Group is the exclusive licensing agency for Pepsi Brands in North America. We manage the Green Label Exclusives program on behalf of our client Mountain Dew. Previous collaborations include product releases with Diamond Supply Co., Supra, and DGK.

Read more about the Mountain Dew Green Label Exclusives collaboration with Atiba Jefferson here:

Pepsi Continues Its Iconic Summer Campaign

Our client Pepsi is inviting fans to “Dance for a Chance” by submitting ten-second video clips inspired by Pepsi’s most recent television commercial featuring Beyonce.  Eight grand prize winners will be flown to New York City to meet Beyonce at her Barclays Center stop on The Mrs. Carter World Tour.  Additionally, winners will be featured in a music video choreographed by Beyonce’s choreographer.

To further promote the contest, a Pepsi Music Bus will be driving around the country making appearances at select “The Mrs. Carter World Tour” locations.  Fans will have a chance to use special Pepsi stages at the bus to shoot and submit videos at these select locations.

This social media driven promotion is part of Pepsi’s iconic summer campaign and is an innovative way of raising brand awareness.  The video submission portion of the campaign began on July 4 and will run through August 8.  For more information visit:

Pepsi’s Like Machine

Our client Pepsi recently tested an innovative brand marketing tool at a Beyonce concert in Belgium by installing vending machines that reward consumers who like Pepsi on Facebook with free beverages. Consumers could use their smartphones or a touchscreen on the vending machine to like the brand on Facebook in order to earn their Pepsi beverage.

This program is an interesting example of a brand rewarding consumers with a tangible benefit for their social media engagement. This campaign also provides Pepsi with an immediate return on their investment by increasing their social media following in exchange for providing free samples.

Read more about Pepsi’s Like Machine on Mashable and PSFK.


Pepsi Kicks Off An Iconic Summer With Blake Shelton

Our client Pepsi has announced that they are teaming up with country superstar Blake Shelton for their Iconic Summer program. As part of the partnership, Shelton will make an appearance at Pepsi’s new Fan Engagement Bus at the CMA Music Festival this week. The music event will take place from June 6 through 9 in Nashville. Shelton will perform along with other top country artists including Taylor Swift, Miranda Lambert, The Band Perry and Carrie Underwood.

Pepsi’s recently launched Iconic Summer campaign offers consumers exciting summer prizes and special access to top summer events like Beyonce’s world tour and The MTV Video Music Awards.

Shelton will use his social media platforms to encourage his fans to participate in Iconic Summer giveaways and promotions. Additionally, he will make a number of public appearances on behalf of the campaign starting with the CMA Music Festival.

The Iconic Summer campaign will also have a large social media component as the brand will encourage consumers to submit pictures of their summer moments to a special microsite: Consumers who submit images will be entered to win an amazing summer experience. Additionally, Pepsi will donate $1 for every photo uploaded between May 26 and August 31 to charities that help the military and families in need. Another part of the campaign is an “under the cap”  promotion where consumers can win a variety of prizes and rewards when they purchase specially marked 20oz, 2-Liter and multi-pack plastic bottles of Pepsi or Mountain Dew.

Pepsi’s Iconic Summer campaign is an interesting example of an integrated marketing campaign that provides value and excitement for consumers.

Read more about this exciting campaign here:

SoBe Partners With Blank You Very Much For An Exotic Design Competition

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The Joester Loria Group, has partnered our client SoBe, the original South Beach Beverage Company, with crowd-sourced design platform Blank You Very Much (BYVM) for a “Show Us Your Exotic” design competition.

This collaboration launched on April 23rd and will run through May 23rd. The BYVM community will be challenged to reinvent SoBe’s official brand assets. BYVM’s community consists of almost 50,000 graphic designers, artists and fans. The innovative design platform was created by street wear impresario Darren Romanelli who has worked with a number of iconic sports and lifestyle brands including Disney, Converse, Burton, Beats By Dre, HUF, and Kanye West among others.

As part of this collaboration, designers will have access to official SoBe brand asset files including logos and lizard icons that may be used to create unique designs that will be uploaded to the BYVM gallery. Designs will be critiqued by BYVM community members and a panel of exclusive judges including renowned contemporary visual artist Jen Stark. Contestants have the chance to win $4,000 and other great prizes including exclusive SoBe swag.

Check out the SoBe partnership on Blank You Very Much.

We’re excited to see how the BYVM community re-interprets the SoBe brand. This collaboration is a creative way for a brand to connect with its consumers.