• May 16, 2007

Pepsi's Mountain Dew has launched Green Label Art, a limited-edition series of aluminum bottles featuring designs created by a variety of artists. It will be released through October in select markets, and marks the first time a carbonated soft drink will be packaged in an aluminum bottle in the U.S.

A multimedia micro-site, greenlabelart.com, launched yesterday. The site will feature artist portfolios, behind-the-scene videos and detailed event highlights.

In addition, Green Label Art is 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.

Consumers can then vote for their favorite consumer-designed bottle. The winning artist will be awarded $10,000 and be a part of the next wave of Green Label Art designs.