Pepsi Expands Into Feature Films with Uncle Drew Movie

JLG client Pepsi is getting into the movie business by producing a feature film based on Kyrie Irving as “Uncle Drew”. The character, who made his debut in a viral Pepsi video in 2012 that  racked up 10 million views in less than a month and has almost 50 million views to date. Uncle Drew has since been featured in a series of popular videos and Pepsi recently launched a dedicated UncleDrew.com website. The new movie is being created by PepsiCo's Creators League unit, a new internal division dedicated to producing scripted content across all platforms.

In addition to extending the Uncle Drew videos into a movie, in a licensing deal brokered by JLG,  there is also a line of Uncle Drew branded apparel now available on UncleDrew.com. The t-shirts, sweatshirts, joggers and hats all feature catchphrases from the videos. Prices range from $25 to $60.  

Pepsi’s new brand extension was featured by AdAge, ESPN and Variety.

Dena Designs Expands Into Bags and Travel Accessories

In a brand licensing deal brokered by The Joester Loria Group, Dena Designs Inc. is partnering with Bag Studio LLS, for a multi-category program to expand the Dena Designs and happi by Dena brands to a collection of bags and travel accessories.

The extensive range includes bags, handbags, small leather goods, wallets, umbrellas, as well as carry-on luggage, travel accessories, cosmetics bags, pet carriers, backpacks and computer and tablet cases. The collection will be sold individually as well as in sets and combines Dena’s signature hand-painted florals, intricate patterns and modern geometrics. The collection made its debut at 2017 New York Accessories Market Week in February and will launch at retail for the Spring 2017 season. The new accessories will be promoted via social media and influential blogger features.

Dena’s top-selling products have generated over $500 million in sales worldwide. With a paintbrush in hand, Dena’s collections bring to life a new world of color and design that is fresh, inviting and brimming with joy.  The Joester Loria Group manages an extensive brand licensing program for Dena Designs, spanning 30 leading licensing partners who bring Dena’s vibrant art into the lives of millions of consumers who relish her signature bright colors and joyous prints on everything from accessories, cards and gifts to toys, books, bedding and a wider range of decorative products for the home.