05.26.09 | 12:26 pm
In our most recent collaboration with the Mountain Dew brand we were approached to help them present to consumers the history of the brand, from its moonshine-chaser roots to extreme sports and beyond (PS, if you haven’t seen the commercial with a young Brad Pitt, you should totally YouTube that thing). Sub Rosa developed an animated short that takes consumers through the brands history and developed an interactive timeline that let consumers explore the full range of packaging and advertising incarnations from the brand throughout history. The voiceover casting for this piece might have been one of the all-time most entertaining experiences for our team. Yahooooo Mountain Dew!
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05.22.09 | 3:40 pm
Born out of the success of Mountain Dew’s first Green Label program, Green Label Sound was launched to reach the emerging and independent music market with an authentic and meaningful campaign. Partnerships with fresh, new talent, a comprehensive digital program including awareness and a campaign site, outdoor media, and events in several markets have all come together to make Green Label Sound a successful program in the growth of the Mountain Dew brand.
05.21.09 | 1:14 am
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 [,,,,,,]
05.20.09 | 1:23 am
Dewmocracy was a first-of-its-kind consumer collaboration initiative to create an original beverage for Mountain Dew. The campaign, which asked consumers to choose from a variety of product attributes, ultimately producing three winning flavors that have hit stores nationally. Sub Rosa developed a series of viral web videos and outdoor media in support of the campaign and to garner awareness from consumers both digitally, and on street level. Step into any convenience store and check out Voltage, the first truly consumer-generated soda ever created. It’s delicious.