Mtn. Dew Heats Up NBA Activation With Ice, Marketing, WNBA ROY A'ja Wilson
Monday, October 15, 2018 at 11:32PM in Mtn. Dew, NBA, NBA, WNBA, sports marketing

By Barry Janoff

October 15, 2018: Mountain Dew is upping the ante on several fronts to support its status as an official NBA partner, signing a bevy of young stars, enhancing activation and adding the first woman hoops player to its endorsement roster —  WNBA Rookie of the Year A'ja Wilson of the Las Vegas Aces.

The PepsiCo brand, which already has deals with such NBA players as Russell Wilson and Joel Embiid, is adding to the mix Clint Capela of the Houston Rockets and top NBA Draft picks including Marvin Bagley III, Collin Sexton, Jaren Jackson Jr., Kevin Knox and Josh Hart.

They and Wilson will appear in multi-platform marketing to support Mtn. Dew Ice as the new lead soft drink of the NBA, with activation also behind limited-edition Ice Cherry.

"I'm really excited to team up with Mtn. Dew Ice as the first-ever WNBA player to join the Dew roster of athletes," Wilson said via the brand.

"Dew is a brand that I love because of its dedication to bringing fans closer to the game and the lifestyle — and because they know how to have fun."

Mtn. Dew said the effort would include national and local marketing initiatives, digital, social media (#DewxNBA), POP and in-arena, all anchored by new TV spot featuring a “superstar from the Dew roster that will premiere in the coming weeks.”

During Opening Week Tip-Off presented by Kia, Mtn. Dew said it would have pre-game presence outside such venues as  Oracle Arena, home of the two-time defending NBA champion Golden State Warriors; and Madison Square Garden in New York, home of the Knicks.

Pre-game celebrations for consumers and NBA fans will include what Mtn. Dew called “Closer than Courtside”  activation with access to players and hoops lifestyle, as well as Mtn. Dew Ice product sampling.

"This year, Dew has made some incredible additions to an already awesome roster of basketball stars – and we're especially stoked to welcome our first WNBA player to the family," Erin Chin, senior director, marketing for Mountain Dew, said via the brand.

"What we love the most about Dew athletes is that they are at the top of their games on the court, but they're also pushing boundaries and making waves off the court."

Mtn. Dew ice NBA and WNBA Roster

• Marvin Bagley III Sacramento Kings
• Bradley Beal Washington Wizards
• Clint Capela Houston Rockets
• Joel Embiid Philadelphia 76ers
• Josh Hart Los Angeles Lakers
• Jaren Jackson Jr. Memphis Grizzlies
• Kevin Knox New York Knicks
• Collin Sexton Cleveland Cavaliers
• Dennis Smith Jr.  Dallas Mavericks
• Myles Turner Indiana Pacers
• Russell Westbrook Oklahoma City Thunder
• A'ja Wilson WNBA Las Vegas Aces

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