Mountain Dew® Green Label Platform Evolves Through Partnership with Complex Media

New Venture Creates Online Destination for Established and Emerging Voices on All Things Youth Culture

Apr 29, 2013, 09:35 ET from PepsiCo

NEW YORK and PURCHASE, N.Y., April 29, 2013 /PRNewswire/ -- Mountain Dew® and Complex Media today announced a partnership that supports the evolution of the beverage brand's legacy programs - Green Label Sound, Green Label Art and Green Label Exclusives – with the launch of, a new digital destination with a focused mission to cover the voices and stories of today's youth culture.

Green Label will tap 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, Action Sports/Sports, Style and Places.  The robust platform will also feature content from a diverse range of respected media partners. Feature stories on the platform will be amplified by Complex Media's and Mountain Dew's influential social media networks to broaden reach and drive traffic to the destination site.


"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, Mountain Dew. "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 – which has more than 65 million unique monthly users and is overseen by Complex Media Editor-in-Chief Noah Callahan-Bever, as well as a dedicated editorial team including, Justin Tejada, Editor-in-Chief, Nick Schonberger, Deputy Editor and Brendan Frederick, VP of Content Operations.

" 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, CEO of Complex Media.  " 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."

For more information about Mountain Dew, visit

About Mountain Dew:

Mountain Dew, a product of PepsiCo Americas Beverages, is the No. 1 flavored carbonated soft drink in the U.S. With its one-of-a-kind citrus taste, Mountain Dew exhilarates and quenches with every sip. In addition to original Mountain Dew® and Diet Mountain Dew®, the permanent DEW product line includes Mountain Dew Code Red®, Mountain Dew LiveWire®, Mountain Dew Throwback®, Mountain Dew Voltage® and Mountain Dew White Out®. For more information, check out or follow on twitter @mtn_dew.

About Complex Media:

Complex Media has 65 million unique visitors (Google Analytics) and 770 million pageviews (Google Analytics), with over 30% of traffic generated via social platforms. Complex Media sites are carefully selected and curated to maintain editorial integrity and consistency. Complex Media successfully engages the hard-to-reach male demographic around lifestyle content with an authentic voice that is powered by a sophisticated social platform.