Mtn Dew energy drink debuts first campaign with LeBron James

• Mtn Dew Rise Energy, a more caffeinated version of the soft drink, this week launched its first brand campaign, featuring a commercial starring LeBron James, per a press release.
• The 60-second “The Morning Makes You” spot illustrates what would happen if James decided to snooze in the mornings, contrasting that alternate reality with his accomplishments as a basketball player, father, businessman and philanthropist. Produced by agency TBWA\Chiat\Day NY, the spot will run nationally on broadcast and digital video platforms throughout the NBA Playoffs.
• The spot also marks the first time the four-time NBA champion is appearing in a campaign for a PepsiCo brand after switching from rival Coca-Cola. PepsiCo in March introduced Mtn Dew Rise Energy as an extension of the beverage brand into energy drinks.

Courtesy of PepsiCo Dive Brief: Mtn Dew Rise Energy, a more caffeinated version of the soft drink, this week launched its first brand campaign, featuring a commercial starring LeBron James, per a press release . The 60-second “The Morning Makes You” spot illustrates what would happen if James decided […]

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