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Mountain Dew evolves Green Label platform

Partnership with Complex Media creates online destination for youth culture

April 29, 2013
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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.”

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