Mtn Dew Rise Energy recently released the brand's first-ever ad campaign, "The Morning Makes You," featuring NBA star LeBron James.
The 60-second ad – directed by critically acclaimed director F. Gary Gray, known for films such as The Italian Job and Friday – is produced by TBWA\Chiat\Day NY and will run nationally across multiple platforms, including broadcast and digital placements.
Mtn Dew Rise Energy, launched in March, has 180mg. of caffeine, antioxidants, vitamins A and C, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, the new drink is designed to "awaken ambition and help you conquer the morning to conquer your day."
It is available in 16-fl.oz. cans in six flavors.
The new ad playfully imagines the life of LeBron James if he chose to snooze in the mornings, juxtaposing the alternate reality with the accomplished champion, father, businessman, and philanthropist James is today.
