Mtn Dew's VP of Marketing Nicole Portwood Talks One World Burton Platform
Brand Innovators caught up with Nicole Portwood, VP of Marketing at Mtn Dew, Energy & Flavors about the One World partnership with Burton Snowboards, corporate responsibility and 2021 plans.
PepsiCo. Brand Mtn Dew has teamed up with Burton Snowboards to sponsor a platform that promotes creativity and sustainability, at a time when consumers are shopping their values and looking for brands that support sustainable causes.
The One World partnership aims to inspire consumers to reduce their impact on the planet through the love of snowboarding and respect for the environment.
The project is centered around a full-length feature film and a limited-edition capsule collection of sustainable merchandise. Viewers inspired by the settings of the film will likely be inspired to protect the environment and buy sustainable products, which Burton has to offer.
The One World documentary features action footage in beautiful mountains of snowboarders Danny Davis, Julia Marino and Red Gerard riding One World limited edition Backseat Driver snowboards. In addition to the feature film, Burton has released 12 episodes of content on its website that is an extension of the film.
The One World products are made from recycled materials including a line of rPET Polartec goods which are made from recycled plastic bottles and are now available exclusively on Burton.com and at select Burton Flagship stores. The collection includes a fleece, insulator, hoodie, long sleeve tee, stash pants, beanie, cap and a tote. The Backseat Driver snowboard is also includes core materials made with rPET.
As part of its sponsorship, Mtn Dew is making a donation to support Protect Our Winters(POW) on behalf of Danny Davis, an Alliance Member of POW and team rider for both Burton and Mtn Dew. The sponsorship supports Mtn Dew’s commitment to corporate responsibility and long-term goal to reduce impact on the environment. Brand Innovators caught up with Nicole Portwood, VP of Marketing at Mtn Dew, Energy & Flavors about the partnership with Burton Snowboards, sustainability and 2021 plans.
What is the strategy behind the launch?
The strategy is pretty straight forward - bring our love of snowboarding, respect for the environment, and the desire to do to life in a fun and authentic way together in one program. Coming together with our long-time partner Burton on One World was synergistic because of our shared athletes, but it also gave us the perfect opportunity to shine light on brand priorities such as elevating snow sports and the environments in which they take place. We are targeting DEW loyalists and snowboard enthusiasts alike with a focus on fueling One World, a project that promotes positive change.
How does this effort tie into your brand platform?
Mtn Dew embraces the adventurous spirit and freedom of the great outdoors. We support so many sports and activities that take place outdoors so we recognize the opportunity to do our part to help enhance the outdoor experience. With One World, beyond creating exciting snowboard content, we worked with Burton to design an eco-friendly capsule collection of hard and soft goods utilizing Polartec fabric made with recycled plastic bottles and donated to Protect Our Winters (POW) on behalf of sponsored snowboarder Danny Davis to support mountain preservation.
What does sustainability mean to your brand?
DEW is aligned with PepsiCo’s sustainability goals – we are committed to moving closer to a progressive approach starting with educating our fans with programs like this. Using Polartec fabric made with recycled plastic bottles in this collaborative collection and donating to Protect Our Winters (POW) will help us progress towards our goal of continuing to reduce our impact on the environment.
As a brand under the PepsiCo portfolio, the company as a whole knows that it has a corporate responsibility to become more sustainable and minimize waste. Between 2018 and early 2020, PepsiCo and The PepsiCo Foundation have pledged more than $65 million globally to advance recycling and collection. In 2019, PepsiCo announced its goal to reduce virgin plastic content across the beverage business by 25% by 2025. PepsiCo is also working to make 100% of all packaging recyclable, compostable, or biodegradable by 2025.
How does this effort help support your 2021 marketing plans?
As part of our partnership with Burton on One World, our sponsored athletes Danny Davis, Julia Marino and Red Gerard are featured in an exciting yet informative episode, 1029 Turns. Mtn Dew loves to fuel and support projects our athletes are passionate about and this is an evergreen priority that will continue through 2021 and beyond.