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MTN DEW RISE ENERGY Will Stab Your Morning Coffee In The Face

by Rudy Sanchez on 03/17/2021 | 2 Minute Read

Mountain Dew’s always been a go-to drink for those that need a boost, fueling consumers with a jolt of caffeine for decades, but as consumers look for more functional beverages that are also lower in sugar, the brand has responded with new flavors and beverages boosted with ingredients designed to increase mental performance while providing an immunity boost called MTN DEW RISE ENERGY.

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The talented folks at PepsiCo’s in-house design team gave the new line a bold, energetic, and inspiring identity, using a faceted lion as the principle visual element and bright color combinations set against a neutral background. A tall infographic along the side of the can calls out the drink’s main features, like the two coffees-worth of caffeine, 5% fruit juice, and zero added sugar.

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Partnering with superstar athletes isn’t new, but RISE ENERGY taps legend LeBron James for his inspiring mentality, reinforcing the brand’s mission of providing the right kick in the morning, inspiring consumers to make the most of their day.

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“It's important to me that I believe in the brands and products where I invest my time. When I first learned about the message behind the drink–the fact that every day is a chance to rise for all of us–that really resonated with me,” The NBA all-star said in a press release. “The ability to rise and find [the] motivation to do more and be more every single morning is powerful. I’m excited about the opportunity to bring that to life through this partnership with PepsiCo,” James added.

Rise is now available for a suggested retail price of $2.59, wherever Mountain Dew is available.

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