Our project with Mountain Dew, Green Label Art, hit the front page of Brandweek last december. The article explains why and who are buying in on the aluminium bottle trend.

While Coke is scaling back the graphics on its bottles, Mountain Dew will splash six new designs on its ornate Green Label Art series of aluminum bottles beginning Jan. 28. Created by contemporary artists, the limited edition bottles will be available at retail for the first time. In May, Mountain Dew became the first U.S. carbonated soft drink available in an aluminum bottle (both of the Snapple drinks were sans bubbles). The original 12 designs were only available at events and through sweepstakes and influencer mailings.

“We got such a great response on the Web site, blogs, at events and in the media that we felt we were onto something big and powerful,” said Marisol Tamaro, senior marketing manager for PepsiCo-owned Mountain Dew.

Next week, Greenlabelart.com will begin a countdown until the launch of the new designs. A 16-oz. bottle will cost $1.99 versus $1.19 for a regular 20-oz. plastic bottle. The new bottles (several hundred thousands of which will be offered) will be touted online, via wild postings and print advertising. A second set of six limited edition bottles will be available at retail in August 2008. Seed Gives Life , New York, handles advertising for the Green Label Art’s initiative.

Our creative director Michael Ventura was featured in a Business Week article, regarding Behance Network.

“Unlike public social networks,” says Michael Ventura, Behance member and creative director of New York ad agency Seed Gives life, “This has an organizing principle. It’s strictly for the [artistic] community. That’s an important control to a niche network.”

Behance Network is a site where creative professionals can network, share feedback on current projects, and look for jobs. Many creative professionals utilize sites such as Behance because the members are strictly creative professionals, as opposed to the overwhelming variety of members on other social networking sites such as myspace.com, where it is hard to stand out and be recognized.

The November 6th Issue of the Daily Variety Magazine featured DEWmocracy, a campaign that Seed is involved with at Mountain Dew. DEWmocracy is an interactive website that encourages people to “create the next Mountain Dew” by choosing the flavor, color, name, logo, label, and even the tagline for the next Mountain Dew beverage. This poster is one of many that Seed has designed for the Dewmocracy project, which are now appearing in 12 metropolitan markets around the United States. The entire article can be viewed here.

Check out DEWmocracy.com and sign up to begin your journey towards creating the next Mountain Dew!

We just designed the new DKNY Fragrances website.

It’s officially launched.

Click here to take a look.

The new DKNY Fragrances website, designed by Seed, is about to launch! In the meantime, check out the temporary landing page, and sign up for updates.

Our project with Mountain Dew, Green Label Art, hit the front page of The New York Times last week. The article outlines the latest wave of product packaging innovations, of which we’re more than glad to be part of.

“The media is fragmented, and we can’t find people — we can’t get them to sit down and listen to our argument on a television spot,” said Jerry Kathman, chief executive of LPK, a brand agency based in Cincinnati. “The package can convey that argument.”

“If you’re walking down a row in a supermarket and every package is screaming at you, it sounds like a terrifying, disgusting experience,” said Tracy Lovatt, director for behavioral planning at BBDO North America, an advertising agency in the Omnicom Group. “But if brands use this wisely, new packaging can be quite powerful. It’s the thing that will interrupt you at the store, and get you to spend time with that brand, and then, hopefully, buy in.”

It’s been a pure pleasure to introduce Mountain Dew to our agency thought process, and we’re glad to see we hit the mark! Like the article says, the program may expand… No spoilers, but stay tuned!