Mountain Dew Bottles 'Green Label Art' on New Site

  |  May 16, 2007   |  Comments

Limited edition Mountain Dew aluminium bottles launched with artists' designs, microsite.

Pepsi began U.S. distribution of aluminum bottles of Mountain Dew with a series of 12 limited-run designs created by young artists and personalities. The series, called Green Label Art, is supported by a microsite with video filmed by participating artists.

Each artist applied artwork to the aluminum bottle to convey his image of Mountain Dew. Artists represent disciplines such as graffiti, tattoo arts, graphic arts, stencil and collage. Pepsi enlisted Mountain Dew-sponsored professional skateboarder Paul Rodriguez to collaborate with skater-turned-artist Chris Pastras on one execution.

The Web site, created by Seed Gives Life, houses behind-the-scenes videos contributed by each artist, schedules and highlights of planned events to support Green label Art, and details on a consumer-generated bottle design contest.

"For the site, we wanted three things highlighted," said Mike Salman, founder of Seed Gives Life. "We wanted to show who these artists are, the events and things going on around the launch, and the other side of that is the contest, the design your own bottle campaign."

To drive awareness and traffic to the microsite, Pepsi reached out to Mountain Dew consumers through the brand's e-mail list. Respondents can enter to win bottles.

The Pepsi brand recently released several newly-designed cans and a series of microsites representing each one. The Pepsi and Mountain Dew activities aren't related, but do speak to a Pepsi initiative.

"Pepsi is changing the designs on its packaging on a regular basis across the country from now on," said Pepsi spokesperson Nicole Bradley.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...