Beverage News

Mountain Dew evolves Green Label platform

Partnership with Complex Media creates online destination for youth culture

April 29, 2013
/ Print / Reprints /
ShareMore
/ Text Size+

Mountain Dew, a brand of Purchase, N.Y.-based PepsiCo, and New York-based Complex Media announced a partnership that will support the evolution of Mountain Dews’ legacy programs Green Label Sound, Green Label Art and Green Label Exclusives. The duo will offer a new digital destination, www.Green-Label.com, that will feature the voices and stories of today's youth culture, the companies say.

Green Label will reach out to established and up-and-coming voices, as well as an independent in-house editorial team, to develop, curate and syndicate the latest stories and emerging trends in youth culture across art, music, sports, style and places. The platform also will feature content from other media partners. Mountain Dew’s and Complex Media’s social media networks also will support the platform by further broadcasting the content to broaden reach and drive traffic to the destination site, the companies say.

“The Mountain Dew brand is built upon a deep understanding and ability to authentically resonate with youth culture,” said Greg Lyons, vice president of marketing for Mountain Dew, in a statement. “When our legacy Green Label programs were created, we were among the first to give promising musicians and artists an opportunity to express themselves. Today, with the new Green Label destination, we're expanding to a new platform for expression and engagement.”

The Green Label platform operates as part of the Complex Media collective of sites for young men.

“Green-label.com is an innovative marketing partnership between Mountain Dew and Complex Media that will be ad-supported like other sites in the Complex Media group, with advertising sold by Complex Media,” said Rich Antoniello, chief executive officer of of Complex Media, in a statement. “Green-label.com breaks new ground not only editorially but in the unique way in which we've structured our partnership; we both stand to benefit by leveraging Complex's expertise in content and engaging an audience. We commend Mountain Dew for their boldness in working with us to execute an entirely new way of speaking directly to today's youth.”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI January 2015 cover

2015 January

The January 2015 Beverage Industry includes a cover story on our bottler of the year, Pepsi-Cola Bottling Co. of Luverne, as well as articles about juice drinks, the 2015 New Product Development Outlook, and more. Check it out today!

Table Of Contents Subscribe

Flavors

What anticipated top-selling flavor do you think will be the most successful in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!