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PURCHASE, N.Y. -- Mountain Dew announced the launch of a limited-edition series of aluminum bottles featuring designs created by various artists. The Green Label Art series, which will be released May through October in select markets, marks the first time a carbonated soft drink will be packaged in an aluminum bottle in the U.S.
The Green Label Art artists -- an eclectic mix ranging from apparel and sneaker designers to the lead singer from a top indie band -- were given a plain, 16-ounce aluminum bottle and asked to create their expressions of Mountain Dew. Treating the bottles as a canvas, the artists used a variety of approaches and applications including tattoo design, cut-and-paste materials, paint, charcoals and computer graphics.
"Green Label Art is about Mountain Dew facilitating creativity and self-expression that goes well beyond the package artwork," said Frank Cooper, vice president of marketing for the brand. "These artists used a unique Mountain Dew bottle as their canvas and extended it to other related projects, such as short films, clothing and gallery showings."
All of the artists' projects will be on display at their individual bottle launch events. The first event, which will double as a launch for the program, is May 17 in Los Angeles. In addition, a multimedia micro-site, www.greenlabelart.com, launched Tuesday and features artist portfolios, behind-the-scenes videos and detailed event highlights.
Green Label Art is also hosting a consumer-generated bottle design contest. Consumers will have all the tools necessary to design an individualized bottle through an interactive submission platform on the Web site. The general public can then vote for their favorite bottle. The winning artist will be awarded $10,000 and be a part of the next wave of Green Label Art designs, according to the announcement.
In other Mountain Dew news, the Pepsi-Cola North America brand is partnering with DreamWorks Pictures and Paramount Pictures for a unique promotion in conjunction with the July 4 release of the highly-anticipated live-action film "Transformers."
The Transform Your Summer online promotion will award more than 150,000 prizes with a total value of more than $7 million over a 12-week period.
Beginning May 14, consumers can participate in the sweepstakes online at www.transformyoursummer.com by entering codes found under the caps of specially marked 20-ounce and 1-liter bottles of Mountain Dew, Pepsi and Sierra Mist.
Thousands of prizes will be given away each day and consumers can choose the prize they would like the chance to win by entering the daily drawing of their choice. Prizes include the Ultimate Gaming Package (Xbox 360, Panasonic 42-inch Plasma HDTV, games and accessories), trips to major sporting events and vacation packages.
A new Transform Your Summer Mountain Dew commercial will debut in early June. The spot is set in an apartment kitchen where a young man tries to get the last Mountain Dew away from a toaster that transforms into a toaster-bot.
"'Transformers' promises to be a huge blockbuster film that we know our Mountain Dew consumers are anxious to see," said Mike Dillon, vice president of marketplace initiative development, Pepsi-Cola North America. "To match the excitement surrounding the movie, we're offering a robust lineup of cool prizes and will give away thousands of them each day of the Transform Your Summer promotion."