Competitive Edge - Sports & Entertainment Marketing News

Mountain Dew Just Created Its Own Hot Sauce with NBA Star Joel Embiid

More often than not, my food—be it nachos, tacos, quesadillas, whatever—is just a vessel for hot sauce. I’ll douse just about anything in an entire bottle of the stuff. A sentiment that, apparently, I share with NBA super stud Joel Embiid. The 76ers star center is teaming up with Mountain Dew for the brand’s first-ever hot sauce.

Click here to read the story at thrillist.com.

Discussion Questions:

  1. What is a brand?
  2. What is brand extension?
  3. How might this story represent an example of brand extension?
  4. Why would Mountain Dew launch a hot sauce?
  5. What is a marketing stunt?
  6. What is promotion?
  7. What type of promotion do you think best describes Mountain Dew’s decision to launch a Baja hot sauce?
  8. Why is the sauce not available for purchase?
  9. Do you think this is a marketing stunt?
  10. What is product endorsement?
  11. Why do you think Joel Embiid is endorsing a Mountain Dew-branded hot sauce?
  12. What would Mountain Dew be interested in Embiid as a spokesperson?
  13. How will social media play a role with this promotion?
  14. Why do you think Mountain Dew wanted to include a social media component with this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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