''Green Label'' was an online magazine, a partnership between

Mountain Dew Mountain Dew, stylized as Mtn Dew, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Brid ...

and Complex Media producing sponsored content covering action sports, music, art and style. The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. The initiative originated in 2013. It became defunct in 2018.

Green Label Art

Mountain Dew's Green Label promotion originated in 2007, when a line of limited edition

aluminum bottle Aluminium (aluminum in American and Canadian English) is a chemical element with the symbol Al and atomic number 13. Aluminium has a density lower than those of other common metals, at approximately one third that of steel. It has ...

s was put into production, featuring artwork from a range of tattoo artists and other artists. This initial series marked the first use of the term ''Green Label Art'' to describe the use of artistic works on Mountain Dew

packaging Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be described as a c ...

. In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, involving 35 independent

skateboard A skateboard is a type of sports equipment used for skateboarding. They are usually made of a specially designed 7-8 ply maple plywood deck and polyurethane wheels attached to the underside by a pair of skateboarding trucks. The skateboarder ...

store owners who partnered with local artists to design and submit future can artwork designs. Approximately one million votes were submitted by the conclusion of the contest in October of the same year, with Street Science Skate Shop – a store in

Tracy, California Tracy is the second most populated city in San Joaquin County, California, San Joaquin County, California, United States. The population was 93,000 at the 2020 United States Census, 2020 census. Tracy is located inside a geographic triangle form ...

– named the winner of a cash prize. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011.

Green Label Sound

In 2008, a Mountain Dew-sponsored

music label A record label, or record company, is a brand or trademark of music recordings and music videos, or the company that owns it. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the produc ...

was launched under the name ''Green Label Sound''. In December 2010, a Mountain Dew Code Red

television advertisement A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

was produced, incorporating the hip-hop artist

Jay Electronica Elpadaro F. Electronica Allah (born Timothy Elpadaro Thedford; September 19, 1976), known professionally as Jay Electronica (stylized as J A Y E L E C T R O N I C A), is an American rapper and record producer. Born and raised in New Orleans, he ...

performing his song ''The Announcement''. The advertisement concludes with the tagline "Hip Hop is different on the mountain". The label released its first full-length album release, ''

When Fish Ride Bicycles ''When Fish Ride Bicycles'' is the debut studio album by American hip hop duo The Cool Kids. Released on July 12, 2011 under Green Label Sound Records, this would also be their 2nd & final release under a major label. The album features the coll ...

'' by the hip hop group

The Cool Kids The Cool Kids are an American hip hop duo composed of rappers Sir Michael Rocks and Chuck Inglish. The Cool Kids' music had been released primarily to the independent Chocolate Industries via their own label C.A.K.E. Recordings. Reed and Inger ...

, on June 12, 2011.

Dew Tour/Green Label experience

Sponsorship of

action sports Action sports, adventure sports or extreme sports are activities perceived as involving a high degree of risk. These activities often involve speed, height, a high level of physical exertion and highly specialized gear. Extreme tourism overl ...

athletes has been a part of Mountain Dew marketing since the late 1990s, with present sponsorship including Eli Reed (skateboarder), Paul Rodriguez (skateboarder), and Danny Davis (snowboarder). Mountain Dew also sponsors its own namesake festival, " The Dew Tour", which is an action sports tour made up of events held in five U.S. cities over several months. The first Dew Tour was held in the summer of 2005 with events in

skateboarding Skateboarding is an extreme sport, action sport originating in the United States that involves riding and performing tricks using a skateboard, as well as a recreational activity, an art form, an entertainment industry Profession, job, and a ...

, BMX and

Freestyle Motocross Freestyle motocross (also known as FMX) is a variation on the sport of motocross in which motorcycle riders attempt to impress judges with jumps and stunts. The two main types of freestyle events are: *Big air (also known as "best trick"), in whi ...

. In 2008 it expanded to add a "

Winter Dew Tour The Dew Tour is an extreme sports circuit organized by the Adventure Sports Group, a subsidiary of American Media, LLC. History The tour was announced in late 2004, and made its debut in Louisville, KY in June 2005. The tour then made stops i ...

", comprising

snowboarding Snowboarding is a recreational and competitive activity that involves descending a snow-covered surface while standing on a snowboard that is almost always attached to a rider's feet. It features in the Winter Olympic Games and Winter Paralympi ...

and

snow skiing Skiing is the use of skis to glide on snow. Variations of purpose include basic transport, a recreational activity, or a competitive winter sport. Many types of competitive skiing events are recognized by the International Olympic Committee ( ...

competitions. It is ''"the most watched and attended action sports event in the world,"'' according to

Transworld Snowboarding ''Transworld Snowboarding'' was an American magazine and website dedicated to snowboarding culture. When it closed, the magazine had most recently been published four times a year (for many years, ''Transworld Snowboarding'' published 10 issues ...

magazine. In coordination with its Dew Tour sponsorship, a sponsored television show entitled ''Mountain Dew's Green Label Experience'' premiered on

Fuel TV Fox Sports 2 (FS2) is an American sports-oriented pay television channel owned by the Fox Sports Media Group, a unit of Fox Corporation. The channel is based at the Fox Sports division's headquarters on the Fox Studio Lot in the Century Ci ...

in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour.

Green Label Gaming

Under the term ''Green Label Gaming'' – coined in 2007 – Mountain Dew broadened its sponsorship of independent

video game designers Video is an electronic medium for the recording, copying, playback, broadcasting, and display of moving visual media. Video was first developed for mechanical television systems, which were quickly replaced by cathode-ray tube (CRT) syste ...

and players. The brand is often the subject of media attention for its popularity among video game enthusiasts, as several flavors of Mountain Dew have been produced in partnership with video games. In December 2008, Mountain Dew produced a 30-minute television special which documented independent gamers in Japan and the U.S., which aired on the

Spike TV Paramount Network is an American basic cable television channel owned by the MTV Entertainment Group unit of Paramount Media Networks. The network's headquarters are located at the Paramount Pictures studio lot in Los Angeles. The channel was o ...

network. In 2009, Mountain Dew sponsored two prominent gaming events: the

Independent Games Festival The Independent Games Festival (IGF) is an annual festival at the Game Developers Conference (GDC), the largest annual gathering of the independent video game industry. Originally founded in 1998 to promote independent video game developers, ...

and the

Game Developers Conference The Game Developers Conference (GDC) is an annual conference for video game developers. The event includes an expo, networking events, and awards shows like the Game Developers Choice Awards and Independent Games Festival, and a variety of tutori ...

. ''Green Label Gaming'' went under controversy over a sponsored Game Jam-themed reality show by Matti Leshem.

References

External links

* {{official website, http://green-label.com Fashion magazines published in the United States Online magazines published in the United States Sports magazines published in the United States Hip hop magazines Mountain Dew Street culture Youth culture in the United States Magazines established in 2013