MTN DEW® Brings The Heat With New MTN DEW® Flamin’ Hot® Collaboration

MTN DEW meets Flamin’ Hot in the brand’s latest collaboration. The 81-year-old beverage brand is no stranger to pushing flavor boundaries and its new Flamin’ Hot flavor is no exception. MTN DEW created the first-ever beverage combining sweet, citrus Dew with the spicy goodness of Flamin’ Hot for the most extreme flavor yet.

As of August 31, 2021, MTN DEW Flamin’ Hot is available exclusively on the virtual shelves of the Dew store, while supplies last. Fans can stay up to date on the release via the brand’s Instagram and Twitter accounts. 

To complement this extreme new flavor, The Joester Loria Group brokered a brand licensing deal between MTN DEW and Broken Promises, a contemporary clothing brand, to partner on an apparel line inspired by the spicy new collaboration. The limited edition collection drops exclusively on Broken Promises’ website on September 4th at 8 am PST.  The capsule collection includes shirts, hoodies, sweatpants, and accessories emblazoned with Flamin’ Hot graphics and design cues.

"We are thrilled to be an integral part of the much anticipated launch of MTN DEW Flamin’ Hot. The collaboration between Broken Promises and MTN DEW felt like a natural fit; Broken Promises has a loyal fan base of those unafraid to express themselves through fashion, stand out and try something new; the same mentality can be said about MTN DEW fans who aren't afraid to embrace the new Flamin’ Hot flavor," said Broken Promises founders, Jason Blake and Mandee Bence.

The announcement of this exciting new brand extension for MTN DEW and Flamin’ Hot generated more than one billion media impressions from publications including Complex, Hypebeast and Modern Notoriety, among others. 

JLG Takes Home A 2021 Licensing International Excellence Award

Earlier this week, the winners of the 2021 Licensing International Excellence Awards were unveiled in a virtual gathering that brought together nearly 1,000 industry executives from around the world to celebrate the best of the best in the licensing industry. The Joester Loria Group is honored and proud to be among the list of this year’s winners, with JLG client The Very Hungry Caterpillar by Eric Carle Studio taking home the award for the best licensed brand in the art, design, celebrity and fashion category. 

The awards honor innovation and creativity in the way brands use licensing to further their goals; how licensees develop and bring to market products using those licenses, and how retailers creatively spotlight licenses on their shelves. One special award added this year was for the Pandemic Pivot, recognizing companies’ efforts to use licensing to react to the effects of the global pandemic.

This year’s awards featured 22 categories, with the winners selected from a group of more than 152 nominees from around the world. More than 650 entries were received, and an elite global judging panel narrowed those entries down to the final ballot, which was voted on by members of the licensing industry at large.

In addition to honoring the work of the nominees and winners, the ceremony included the announcement that Kathy Ireland, CEO and Chief Designer at Kathy Ireland Worldwide; and Salvatore LaRocca, President, Global Partnerships of the National Basketball Association, as the newest inductees into the Licensing Hall of Fame. 

Obvi Announces Partnership With Classic Baked Goods Brand Entenmann's

Obvi, one of today's fastest growing global supplement brands, has teamed up with Entenmann's®, a quintessential brand in baked goods, to bring consumers a collagen-boosting solution inspired by a classic treat. Beginning this month, Obvi and Entenmann's will launch their newest collaborative flavor of Obvi's cult-favorite collagen protein powder – Entenmann's x Obvi Super Collagen Protein Powder | Chocolate Chip Cookie. The brand licensing deal between Entenmann’s and Obvi was brokered by The Joester Loria Group. 

Harnessing all of the current benefits of Obvi's Super Collagen Protein Powder, this new Chocolate Chip Cookie flavor works from the inside out to promote the health of hair, skin, joints, and nails. The Entenmann's® x Obvi Super Collagen Protein Powder | Chocolate Chip Cookie, retails for $44.99 and is available exclusively at MyObvi.com. Obvi and Entenmann's are thrilled to welcome the first collagen and protein boosting solution that tastes like a fresh batch of Entenmann's Chocolate Chip Cookies.

A fresh name in the world of supplements, Obvi was founded in 2019 with a focus on providing wellness-boosting formulations to women of all backgrounds.  For more than a dozen decades, Entenmann's has provided families across America with classic treats including cakes, donuts, mini cakes, muffins, cookies and more. Though seemingly focused on different markets, Obvi and Entenmann’s identified commonalities within their missions: the desire to give consumers the best tasting products on the market today.

This fun collaboration gives both parties access to new markets – premiering Entenmann's® in the ever-growing realm of health and wellness and giving Obvi the opportunity to reach a new group of taste-driven shoppers. As both Obvi and Entenmann's are recognized as trailblazers within their niche categories, this partnership brings together two impactful food-related forces.

The exciting new collaboration was promoted through a gifting campaign to influencers and media as well as through social media and press outreach, which generated coverage from Food Business News, among other outlets.