It kind of calms my nerves on game days, and then I nap for two or three hours and then it’s go-time.” “On game days, I always like to get a good nap in,” he says. “I want to maximize everything that's going on that day.”īut the secret to staying awake? Naps, followed by meditation and bodywork. “Instead of setting goals, I just wanted to maximize the day,” he says. These days, they include getting Covid-19 tests, as well as making time for meals and calls with family. After breakfast, it’s off to the facility in Los Angeles or Staples Arena. James usually starts his day between 7:30 and 8 a.m., depending on game schedules. I like to get to about half tank and then get back to full go, but I really enjoy it.” “So I have yet to drink it on E (empty) and see if I can get that extra boost. “I’m a guy with a lot of energy, to be honest,” James says. So how does Mtn Dew Rise differ from coffee, in terms of its morning jolt? “A lot of the different moods during the pandemic affected the flavor palates as well as the type of products that they preferred during the day or to start their day or to give an extra boost during the day,” she says. During consumer testing, Torres says they learned that mood effects flavor palates. Rise was developed during the pandemic, as Pepsi sought to understand how to boost both energy and immune systems. We wanted to make sure that as we create an iconic product that fits with his personality.” He’s a multifaceted, successful entrepreneur and basketball player and an icon today. “As his career continues to progress on and off the court, and he has been thriving through anything that he's put his mind behind. “We couldn't find a better fit than LeBron,” Torres says. The Rise campaign rollout also includes an augmented reality filter on Snapchat and Instagram featuring the brand’s lion icon. The company has also been increasingly testing and learning about e-commerce channels during the past year and recently developed new packaging. The energy drink category has been growing consistently for the past five years, according to Fabiola Torres, CMO and SVP for PepsiCo’s energy products.
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