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Mountain Dew Looks for New Art |
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Friday, 23 July 2010 07:59 |
Thirty-five skate shops across America are competing to have their design featured on a Mountain Dew can in the Green Label Art: Shop Series contest.
The Green Label Art: Shop Series provides a platform for local skate shops to celebrate skate culture on a national scale, gain unprecedented exposure, win $10,000 in prize money ($5,000 for the shop; $5,000 for the artist), and compete with skate shops across the country for a chance to have their shops artwork featured on a nationally-distributed Mountain Dew can. The contest launched in June.
"At Mountain Dew we continually strive for ways to reach our core consumer in distinctive and creative ways. The Green Label Art: Shop Series is all about making sure the skate shop community makes an impact on the brand by giving them creative control of a future can design," says Hudson Sullivan, brand manager, Mountain Dew. "The Green Label Art: Shop Series combines DEW's heritage in skateboarding—as both a sport and an art form—with its distinct art platform."
Each of the participating 35 skate shops, representing seven U.S. regions, have been asked to collaborate with a local artist of their choice and submit a unique Mountain Dew can design, which will be featured and distributed to retailers nationally as an official Mountain Dew can in 2011. Skateboarding star Paul Rodriguez and legendary skate artist Don Pendleton collaborated on creating a Mountain Dew can design for the program to inspire their participating shops.
"It's great to be a part of this program and work with a brand that gives a voice to skate shops in the U.S. since these shops are the lifeblood of our sport," says Mountain Dew spokesperson and top-ranked skater Rodriguez. "Mountain Dew has a longstanding relationship with skate communities and recognizes the influence they have in shaping cultural trends in and outside of skate parks."
Fans can vote for their favorite can and enter the Green Label Art: Shop Series sweepstakes at www.greenlabelart.com. They will also be entered to win weekly prize packs that include a Plan B skate deck and wheels, a Markisa wallet and T-shirt, a Nixon watch and headphones, the choice of an Incase Paul Rodriquez backpack and a Flip cam or an all-expense paid trip for two to the Portland, Salt Lake City and Las Vegas Dew Tour stops this summer and fall.
Rodriguez and Pendleton also collaborated on a Green Label Art-inspired mural that will hang in Rodriguez's warehouse in Los Angeles. The mural will be featured in a national commercial to be aired during the summer Dew Tour coverage. The ad was created to educate people about the Green Label Art: Shop Series contest and to celebrate Rodriguez and Pendleton's collaboration with Mountain Dew.
Mountain Dew launched its first Green Label Art: Shop Series program—a collection of limited-edition bottles designed by artists from around the country—in 2007. Green Label Art bottles reflect the styles, interests, backgrounds and disciplines of the artists and the diversity and originality of the Mountain Dew consumer.
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