GREEN LABEL ART PRODUCT LAUNCH

The launch of Mountain Dew’s Green Label Art: Shop Series has been extremely successful. By garnering authentic coverage of the program through core endemic outlets and a well strategized PR plan, more than 90 media outlets have covered it in the first month of the program alone, leading core consumers to the Green Label Art: Shop Series website to vote.

35 skate shops around the country are competing to create a new Mountain Dew can design, inspired by a can designed and developed by Paul Rodriguez and Don Pendleton. The contest brings different regions together to exhibit how the art world and the skateboarding world can collide to form a collective community.

To launch the program, Fuse helped to organize and execute a media event at the first Dew Tour stop in Boston, bringing together a wide realm of media to meet and discuss the program with Paul and Don, as well as learn more about the contest and the voting and sweepstakes online.

Endemic outlets such as Transworld Skateboarding, Skateboarding Magazine, and Fuel TV have covered the program, as well as lifestyle outlets, High Snobiety, CtotheJL, Karmaloop, among many others in the lifestyle, endemic and mainstream categories.

With more than 20 million media impressions to date, Mountain Dew’s Green Label Art Shop Series is making an impact across the country. This program has given the skateboarding industry a chance to combine athletic and artistic talents at a national level. The winner of the contest will be announced during the October Dew Tour Championships in Las Vegas, NV, and their can will be distributed nationally in 2011.


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