Green Label Art is a limited-edition artist series presented by Mountain Dew. We were approached by Mountain Dew in 2008 to help the brand make a transition to a new consumer group outside of the extreme sports world. Our recommendation was to develop a program that would engage the underground art community through a variety of tactical and creative executions.

The program has been built by Sub Rosa to include the creation of custom-designed bottles by some of the country’s preeminent artists. Additionally, a digital strategy including a campaign site with artist videos, a design your own bottle contest, and an art and culture blog have helped bolster the campaign’s reach. Coupled with a sound online PR program that garnered significant news and blog coverage, events in over 12 markets, and a series of point-of-sale, outdoor, and TV advertising, the Green Label Art program has proven to be an authentic and powerful initiative aimed at reaching influential consumers and positioning the brand in an entirely new light.

The campaign was touted as the “most successful campaign in the brand’s history” and helped to put the Mountain Dew brand in a new segment of consumer culture.

Teaser
Part of the Green Label Art program for Mountain Dew (see ‘Integrated’ section) this motion graphics piece was used as a seeding tool to spread awareness about the launch of the GLA program to blogs and online consumers via social network and social video sites.

Trailer
This trailer, part of the Green Label Art program for Mountain Dew (see ‘Integrated’ section) was used to gain awareness about the launch of the campaign and seeded on several key influential blogs and news sites. The video was the first piece to introduce the various artists to consumers in a viral way and helped to drive significant traffic to the campaign website.