Dew the Label, Bro!

Mountain Dew is teaming up with artists to bring you Green Label Art. This isn't the first time Pepsi has decorated it's cans. Last year they had a Pepsi can design contest. This isn't surprising, considering their target is youths. I like it, and what better way to create now, what Coca-Cola did years ago with their collectibles. I think Coca-Cola's nostalgia has been it's biggest asset in remaining top dog in the carbonated soft drink market. Pepsi's not going anywhere in the next 50 years, so this bottle art will become collectible. I think they look really good on the aluminum bottles. I think they chose to do this on Mt. Dew bottles because of the relationship they've created between the youth counter-culture and the Mt. Dew brand - sponsoring sporting events like the Dew Tour, and athletes like Shaun White. Perhaps Pepsi believes Mt. Dew is their strongest tool to use that relationship to rope youth into the Pepsi brand.

Check out the Green Label Art YouTube site to see how the brand worked with artists to create the bottles.