MOUNTAIN DEW GETS ARTSY

Summary
There was a time not so long ago that Mountain Dew was commonly reffered to as ‘Hillbilly piss.’’ The highly caffeinated, low carbonation soft drink was popular with rural folk, but not many other markets. Because of that, Pepsi Co set out to reinvent the brand by aligning it with extreme sports and counterculture cues. It never looked back and today Coke, Pepsi and Diet Coke are the only soft drinks that outsell Mountain Dew.

Continuing to maintain its edgy image, Mountain Dew rolled out the first six of its ‘Green Label Art 2008’ series of 12 collectible aliminium bottles in February. Each 16 oz. bottle carries a unique design that includes stencil art, watercolor, tattoo, graffiti and digital design. The bottles will be available at retail for a limited time with the next set hitting stores in August.

To spotlight this unique offering, Mountain Dew set up a series of events where the artists appeared to show off their handiwork. Artists included Chicago-based Chuck Anderson, a graphic artist for surrealistic kaleidoscopic skylines, and ornate, hand crafted illustrations, as well as New York graffiti legend Haze. Haze has helped create logos for artists like LL Coll J and The Beastie Boys.

Attendies of each event were given their very own stencil kit so they too could recreate the bottle’s featured image on a T-shirt. ‘The stencil T-shirt kit was a perfect fit for Green Label Art campaign.’ says Hawaii Mike Salman, partner at Seed Gives Life, an interactive and events agency in New York. ‘It captured bothe the artists and the program’s do it-yourself aesthetic and empowered recipients to express themselves.

Kaynak: Successful Promotions April 2008





MOUNTAIN DEW GETS ARTSY

This article gives information about a brand’s reinventing strategy in its maturity. Brand is called Mountain Dew which is a highly caffeinated, low carbonation soft drink. The drink was popular with rural folks, not many other market. Because of that, Pepsi-Co set out to reinvent the brand by aligning with extreme sports and other counterculture cues. At first regarding their edgy image Mountain Dew rolled out the first six of its ‘Green Label Art 2008’ series of 12 collectable aliminium bottles in February. Each bottle carries a unique design that includes stancil art, watercolor, tattoo, grafiti and digital design. The bottles will be available for a limited time with next hitting the stores in August. To spotlight this unique offering , Mountain Dew set up a series of events where the famous artists appeared to show their handiwork. Attendies of each event were given to their very own sitencil kit so they too recreate the bottle’s featured image on a T-shirt. An official from the agency summarizes this event as follows; ‘It captured both artists and programs doit-yourself aesthetic and empowered recipients to express themselves’.


Barış Azmaoğlu
107604211

Kaynak: Successful Promotions April 2008.