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 New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

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.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...