Situation: Mountain Dew, the lime-green soft drink, decided to use packaging to support the arts with the Green Label Art campaign.
Eleven artists each created a Mountain Dew-inspired design for 16-ounce aluminum bottles (the first time a carbonated soft drink would be bottled in aluminum in the US) that would be sold for a limited time. Art would also appear on various other collateral, including a website.
The campaign, which also gave Mountain Dew opportunity to put premium packaged product on shelves, was executed by agencies Seed Gives Life, Fuse Marketing, and MirrorBall.
Approach: The bottles were mailed to media and influencers, and they were displayed at boutiques and at gallery-like events for artists, which Mountain Dew hosted.
“[Artists] were happiest about approach,” said Mike Salman, partner at Seed Gives Life. “[It’s] not just something that speaks to the corporate brand. It was a celebration of the artist, who they are, and what they do.”
The initiative was supported by interactive Web site, http://www.greenlabelart.com/, where visitors learn more about the artists through their portfolios, video, and event details. The site also contains information about a consumer bottle design contest, in which the public voted on a winning design that will appear next year on Mountain Dew bottles as part of the Green Label Art program.
Results : Metrics illustrating the success of this first iteration of the Green Label Art program are undisclosed. However, a statement reveals that executives at Pepsi, Mountain Dew’s parent company, are pleased with the awareness raised by the initiative, which will become a national retail program in 2008.
