New PepsiCo Brand Promo Focuses on Cagefighting

PepsiCo has launched two national promotions around its sponsorship of World Extreme Cagefighting and the combat sport’s featherweight superstar Urijah Faber.

No Fear Energy is the official energy drink of cagefighting, an American mixed martial arts sport that is the sister to the Ultimate Fighting Championship. The line of beverages is the focus of a new on-pack promo and a sweepstakes that uses Farber’s name and likeness in an effort to get the drink into the hands of a wider audience.

At retail, people who purchase the beverages can pop the top, register online and enter the code. Eight instant-winners get VIP experiences, including trips to live WEC events, motocross excursions, surfing lessons or backstage passes to concerts on the No Fear Energy Music Tour. Life-size standees of Farber, known to fans as The California Kid, support the Earn Some Cred promotion, which runs through Aug. 8.

Last weekend, the Roll with Urijah sweepstakes got underway offering the chance to win a trip to Las Vegas to join Faber at a WEC event. The grand-prize winner will be announced live on Versus, formerly the Outdoor Life Network, on April 5 during the WEC event in Chicago.

This is the second year Faber has endorsed No Fear Energy. MMA Inc. is the agency that manages Faber and helped strike the deal with PepsiCo.

Last year, the company ran the Get Schooled by Urijah promotion with Versus. Consumers were asked to write a 50-word paragraph explaining why they deserved to train with Urijah in his gym in Sacramento. The winner trained last month.

Bloodshot, made with fruit juices including blood orange and dragonfruit, is the latest flavor of No Fear Energy. The beverage is also available in: Original, Sugar Free and Motherload (300% daily value of vitamins B6, B12 and C)