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Bottle as art grows Mountain Dew's market share

Limited edition aluminum ‘bottlecan’ series expanded from six to 12 labels.
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Bottle as art grows Mountain Dew's market shareBottle as art grows Mountain Dew's market share

How is it possible to position a brand as premium in the crowded carbonated soft drink aisle? Turn to an aluminum bottle and to artists to create engaging, limited-time labels for 360-degree impact.

That's what PepsiCo Inc. has done in continuing Mountain Dew's Green Label Art series with 12 new label designs being introduced in 2008. "Six bottle designs were released nationally in February of 2008 and were available through early April. A new set of six designs will be released in August through October," says Nicole Bradley, Mountain Dew spokesperson.

Bradley notes that the 16-oz aluminum "bottlecan," from CCL Container (, provides the premium product image the company sought for Mountain Dew, adding, "Aluminum provides the perfect canvas for high-impact graphics."

Aluminum bottles continue to find a greater presence in beverage aisles. Marketers such as Mountain Dew are opting for them for eye appeal, as well as durability, fast-chilling capability, and recyclability, and the introduction of aluminum bottles helped edge Mountain Dew's market share to 7.4% of the carbonated soft drink category in 2007.

View all of Mountain Dew's Green Label Art at bottle designs.
From the August 21 issue of Shelf Impact!

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