Mountain Dew is in the hipster business. Making their drink cooler by branding their bottles with kids who make art. Here's some Q and As about it. I'm not sure if I like this entire project. It's great to reach out to the artists, but is this the right project for the drink? Will this get what they want out of it? Obviously it's not just brand awareness, they want to sell more of these drinks. I liked Mountain Dew a while ago, especially when it had the outdoors type of appeal because of it's name.