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.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.