Mountain Dew expands NBA All-Star activation with more celebs, capsule collection

Dive Brief:

PepsiCo's Mtn Dew Ice brand is expanding its Courtside Studios activation at this year's NBA All-Star Game from Feb. 15-17, according to news shared with Marketing Dive. The campaign was created with Motive, an agency that's part of Project Worldwide.
The event will feature performances from the rap group Migos, whose latest track is featured in a new Mtn Dew commercial, as well as sets from DJ Steph Floss and Jam Master J's son TJ Mizell. Charlamagne Tha God, host of iHeartRadio's "The Breakfast Club," and sports and lifestyle influencer Filayyyy will host a live show featuring past and present basketball stars.
Mountain Dew is also debuting a capsule collection, "With All Due Respect," made in collaboration with Rhuigi Villasenor, founder of fashion brand Rhude. Fans can win prizes and access limited-edition Mtn Dew Ice and Mtn Dew Ice Cherry mini cans. Mountain Dew will be the title partner for the 33rd 3-Point Contest, as part of State Farm All-Star Saturday Night, and is teaming up with Ruffles on a co-branded basketball court at the Bleacher Report All Star Event at Music Factory.

Dive Insight:

Mountain Dew continues to try and closely link its brand to both sports and pop culture figures, including through experiential pop-ups that are currently one of the top trends among marketers. The latest iteration of the beverage line's Courtside Studios activation comes closely on the heels of a partnership with NASCAR driver Dale Earnhardt Jr., which included some similar elements — including exclusive branded gear — but was targeted at an entirely different fan base.

The 2019 NBA All-Star push follows several other tie-ups Mountain Dew has struck with the basketball league. Mtn Dew Kickstart hosted an event for the 2018 NBA Draft last June in Harlem that included the unveiling of a refurbished basketball court with a mural from street artist JC Ro and appearances by the Harlem Wizards and The Dynamic Diplomats, along with other activities. Mountain Dew also recently tapped comedian and actor Kevin Hart as a brand ambassador for a basketball-themed campaign called "Closer than Courtside."

Such partnerships and experiential events might resonate with younger consumers who value opportunities to engage with their favorite brands in real life. Millennials and Gen Zers are important consumer segments for soft drink brands to reach, as these generations have shown more interest in healthier, less sugary beverages.

The "With All Due Respect" capsule collection additionally follows a trend that more brands are embracing where they pair up with designers to create limited-run branded swag that appeals to superfans and streetwear followers alike. PepsiCo has used this tactic with its other beverages. Pepsi partnered with several international clothing labels and emerging artists on the "Art of Football," a soccer-themed capsule collection that ran around the World Cup last year.