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.