Sierra Mist has recruited Detroit artists to collaborate on a painting about Sierra Mist that will be used on billboards to promote Sierra Mist. The painting was unveiled at a swanky, exclusive party sponsored by Sierra Mist, where Sierra Mist mixed drinks were served.
We tease, but only because it's so easy to when the corporate branding is this on the nose.
This is apparently how to reach that coveted millennial demographic — young artists, booze, DJs, and hashtag mania (#sierramistcollab). Where'd a huge beverage corporation get that idea? Well, the Red Bull House of Art
is across the street. Red Bull is more subtle in their branding, though, and they certainly never ask its artists to make art about Red Bull.
In all seriousness, congratulations to the artists — Michelle Tanguay, Brian Lacey, Rick Butynski, William Hanagan, and Kobie Solomon. (You guys blew Chicago's billboard out of the water
in this humble writer's opinion.)
The public will get a chance to see the painting at a closing party held from 6 p.m. to 10 p.m. on Saturday, Sept. 27 at 1550 Winder (2431 Orleans), Detroit.