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Mountian Dew Promotes a New Image

Mountain Dew Gets Artsy 

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There was a time not so long ago that Mountain Dew was commonly referred to as “Hillbilly Water.” The highly-caffeinated, low carbonation soft drink was popular with rural folk, but not many other markets. Because of that, PepsiCo set out to reinvent the brand by aligning it with extreme sports and other 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 aluminum 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, handcrafted illustrations, as well as New York graffiti legend Haze. Haze has helped create logos for artists like LL Cool J and The Beastie Boys.

Attendees of each event were given their very own stencil kit so they too could re-create 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 both the artists’ and the program’s do-it-yourself aesthetic and empowered recipients to express themselves.”

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