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.