Editing Mountain Dew (section)

===Green Label===
{{Distinguish|text=the flavor named Mountain Dew Green Label, released in 2017}}[[File:MtnDew16ozbottlespecialeditionartdesign.jpg|thumb|90px|right|A limited edition bottle featuring Green Label art]]
Green Label is an online magazine, a partnership between Mountain Dew and [[Complex Media]] producing sponsored content covering action sports, music, art and style, housed at [http://green-label.com/ Green-Label.com].<ref>{{cite web|title=Green Label {{!}} About Us|url=http://green-label.com/about-us/|publisher=Complex Media, Inc.|access-date=27 April 2013|archive-url=https://web.archive.org/web/20130501002226/http://green-label.com/about-us/|archive-date=1 May 2013|url-status=dead}}</ref> The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. The initiative originated in 2013 and will continue through the year.<ref>{{cite news|title=Mountain Dew to Introduce a Sponsored Web Site|url=https://www.nytimes.com/2013/04/26/business/media/mountain-dew-to-introduce-a-sponsored-web-site.html?_r=0|newspaper=The New York Times|first=Stuart|last=Elliott|date=25 April 2013|archive-url=https://web.archive.org/web/20130430061042/http://www.nytimes.com/2013/04/26/business/media/mountain-dew-to-introduce-a-sponsored-web-site.html?_r=0|archive-date=30 April 2013|url-status=live}}</ref>

====Green Label Art====
Mountain Dew's Green Label promotion originated in 2007, when a line of limited edition [[aluminum bottle]]s was put into production, featuring artwork from a range of [[tattoo artist]]s and other artists.<ref name=art07>{{cite news|last=Miller|first=Yael|title=Green Label Art&nbsp;— Mountain Dew|url=http://www.thedieline.com/blog/2007/6/3/green-label-art-mountain-dew.html|newspaper=The Dieline|date=3 June 2007|archive-url=https://web.archive.org/web/20110616083237/http://www.thedieline.com/blog/2007/6/3/green-label-art-mountain-dew.html|archive-date=16 June 2011|url-status=dead}}</ref> This initial series marked the first use of the term ''Green Label Art'' to describe the use of artistic works on Mountain Dew [[Packaging and labeling|packaging]].<ref name=arten>{{cite news|title=Mountain Dew Limited Edition: Green Label Art |url=http://www.caffeineinformer.com/2007/05/mountain-dew-limited-edition-green-label-art|newspaper=Caffeine Informer |date=18 May 2007 }}{{dead link|date=May 2016|bot=medic}}{{cbignore|bot=medic}}</ref> In June 2010, a contest entitled "Green Label Art: Shop Series" was announced,<ref name=heralddewtour>{{cite news|last=Hammecker |first=Mike |title=Dew Tour: Green Label Shop Series |url=http://www.bostonherald.com/blogs/entertainment/art_scene/index.php/2010/06/24/dew-tour-green-label-shop-series/|newspaper=The Boston Herald |date=24 June 2010 |url-status=dead |archive-url=https://web.archive.org/web/20101121125233/http://www.bostonherald.com/blogs/entertainment/art_scene/index.php/2010/06/24/dew-tour-green-label-shop-series |archive-date=21 November 2010 }}</ref> involving 35 independent [[skateboard]] store owners who partnered with local artists to design and submit future can artwork designs.<ref name=artdub>{{cite news|title=Green Label Art, Volume 3, Presented by Mountain Dew|url=http://www.dubdaily.com/?p=14649|newspaper=DUB Daily|date=21 August 2009|archive-url=https://web.archive.org/web/20100712183242/http://www.dubdaily.com/?p=14649|archive-date=12 July 2010|url-status=dead}}</ref> Approximately one million votes were submitted by the conclusion of the contest in October of the same year, with Street Science Skate Shop&nbsp;– a store in [[Tracy, California]]&nbsp;– named the winner of a cash prize. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011.<ref name=artskmag>{{cite journal|title=Green Label Art Shop Series Winners|journal=Skateboarder Magazine|date=19 October 2010|url=http://www.skateboardermag.com/features/green-label-art-shop-series-winners/|url-status=dead|archive-url=https://archive.today/20130202141429/http://www.skateboardermag.com/features/green-label-art-shop-series-winners/|archive-date=2 February 2013}}</ref>

====Green Label Sound====
In 2008, a Mountain Dew-sponsored [[music label]] was launched under the name ''Green Label Sound''. In December 2010, a Mountain Dew Code Red [[television advertisement]] was produced, incorporating the hip-hop artist [[Jay Electronica]] performing his song "The Announcement".<ref name=jayelectr>{{cite news|title=Jay Electronica remakes 'The Announcement' for Mountain Dew Code Red|url=http://www.missinfo.tv/index.php/exclusive-jay-electronica-remixes-the-announcement-for-mountain-dew-code-red/|newspaper=Miss Info|date=23 December 2010|archive-url=https://web.archive.org/web/20101228013356/http://www.missinfo.tv/index.php/exclusive-jay-electronica-remixes-the-announcement-for-mountain-dew-code-red/|archive-date=28 December 2010|url-status=dead}}</ref> The advertisement concludes with the tagline "Hip Hop is different on the mountain".<ref name=jayelect2>{{cite news|last=Burgess|first=Omar|title=Jay Electronica Lands Mountain Dew Endorsement|url=http://www.hiphopdx.com/index/news/id.13451/title.jay-electronica-lands-mountain-dew-endorsement/|newspaper=Hip Hop DX|date=23 December 2010|archive-url=https://web.archive.org/web/20110126161324/http://www.hiphopdx.com/index/news/id.13451/title.jay-electronica-lands-mountain-dew-endorsement|archive-date=26 January 2011|url-status=dead}}</ref>

The label released its first full-length album release, ''[[When Fish Ride Bicycles]]'' by the hip hop group [[The Cool Kids (duo)|The Cool Kids]], on 12 June 2011.

====Dew Tour/Green Label experience====
[[File:Salt Lake City Dew Tour BMX Start Ramp.jpg|thumb|left|2007 Dew Tour BMX in [[Salt Lake City]], Utah ]]Sponsorship of [[action sports]] athletes has been a part of Mountain Dew marketing since the late 1990s, with present sponsorship including [[Eli Reed]] (skateboarder), [[Paul Rodriguez, Jr.|Paul Rodriguez]] (skateboarder), and [[Danny Davis (snowboarder)|Danny Davis]] (snowboarder).<ref name=fueltv>{{cite news|title=Fuel TV and Mountain Dew Announce 'Mountain Dew's Green Label Experience' TV Show|url=http://www.malakye.com/asp/front/CMSPage.asp?TYP_ID=4&ID=2915|newspaper=Malakye News|date=16 June 2010|url-status=dead|archive-url=https://web.archive.org/web/20110714023419/https://www.malakye.com/asp/front/CMSPage.asp?TYP_ID=4&ID=2915|archive-date=14 July 2011}}</ref> Mountain Dew also sponsors its own namesake festival, "[[Dew Tour|The Dew Tour]]", which is an action sports tour made up of events held in five U.S. cities over several months.<ref name=dewtour1>{{cite web|title=Tour Info, Dew Tour 2010|url=http://www.allisports.com/winter-dew-tour/tour-info|publisher=Alli Sports|year=2010|url-status=dead|archive-url=https://web.archive.org/web/20110114053730/https://www.allisports.com/winter-dew-tour/tour-info|archive-date=14 January 2011}}</ref> The first Dew Tour was held in the summer of 2005 with events in [[skateboarding]], [[BMX]] and [[Freestyle Motocross]]. In 2008 it expanded to add a "[[Winter Dew Tour]]", comprising [[snowboarding]] and [[Skiing#Freestyle skiing|snow skiing]] competitions. It is "the most watched and attended action sports event in the world," according to ''[[Transworld Snowboarding]]'' magazine.<ref name=dewtourathl>{{cite journal|title=Winter Dew Tour Athletes For 2010–2011 Season|journal=Transworld Snowboarding|date=28 October 2010|url=http://snowboarding.transworld.net/1000136497/news/winter-dew-tour-athletes-for-2010-2011-season/|archive-url=https://web.archive.org/web/20101127053041/http://snowboarding.transworld.net/1000136497/news/winter-dew-tour-athletes-for-2010-2011-season/|archive-date=27 November 2010|url-status=dead}}</ref><ref name=dewtourutah>{{cite news|last=Donaldson|first=Amy|title=Dew Tour review: Utah has emerged as a pretty great place for action sports|url=http://www.deseretnews.com/article/700067637/Dew-Tour-review-Utah-has-emerged-as-a-pretty-great-place-for-action-sports.html|newspaper=Deseret News|location=Salt Lake City|date=22 September 2010|archive-url=https://web.archive.org/web/20101103035608/http://www.deseretnews.com/article/700067637/Dew-Tour-review-Utah-has-emerged-as-a-pretty-great-place-for-action-sports.html|archive-date=3 November 2010|url-status=dead}}</ref> In coordination with its Dew Tour sponsorship, a sponsored television show entitled ''Mountain Dew's Green Label Experience'' premiered on [[FUEL TV|Fuel TV]] in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour.<ref name=glexp>{{cite web|title=World Television Premiere of "Mountain Dew's Green Label Experience: Las Vegas" on FUEL TV|url=http://www.dewtour.com/dew-tour/event/dew-tour-championships-2010/news/world-television-premiere-of-mountain-dew-s-green-label-experience-las-vega|access-date=23 January 2015|url-status=dead|archive-url=https://web.archive.org/web/20150123180843/https://www.dewtour.com/dew-tour/event/dew-tour-championships-2010/news/world-television-premiere-of-mountain-dew-s-green-label-experience-las-vega|archive-date=23 January 2015}}</ref>

====Green Label Gaming====
Under the term ''Green Label Gaming''&nbsp;– coined in 2007&nbsp;– Mountain Dew has broadened its sponsorship of independent [[Video game designer#Game designer|video game designers]] and [[Gamer|players]]. The brand was often the subject of media attention{{citation needed|date=February 2014}} 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]] network.<ref name=gamehampp>{{cite journal|last=Hampp|first=Andrew|title=Mountain Dew Sets Its Sights on Video-Game Market|journal=Advertising Age|date=11 December 2008|url=http://adage.com/madisonandvine/article?article_id=133193|archive-url=https://web.archive.org/web/20081214052858/http://adage.com/madisonandvine/article?article_id=133193|archive-date=14 December 2008|url-status=live}}</ref> In 2009, Mountain Dew sponsored two prominent gaming events: the [[Independent Games Festival]] and the [[Game Developers Conference]].<ref name=igfgreen>{{cite news|title=Green Label Gaming Signs Up For IGF|url=http://www.igf.com/2009/02/green_label_gaming_signs_up_fo.html|newspaper=Independent Games Festival|date=February 2009|url-status=dead|archive-url=https://web.archive.org/web/20101202193908/http://www.igf.com/2009/02/green_label_gaming_signs_up_fo.html|archive-date=2 December 2010}}</ref><ref name=gamas2>{{cite news|title=Competition Reminder: Imagine The Games Of 2020|url=https://www.gamedeveloper.com/game-platforms/competition-reminder-imagine-the-games-of-2020|newspaper=Gamasutra|date=4 March 2009|archive-url=https://web.archive.org/web/20110117044849/http://www.gamasutra.com/php-bin/news_index.php?story=22493|archive-date=17 January 2011|url-status=live}}</ref><ref name=indie>{{cite news|last=Carless|first=Simon|title=Green Label Gaming Competition|url=http://www.indiegames.com/blog/2009/02/competition_imagine_the_games.html|newspaper=Indie Games|date=27 February 2009|archive-url=https://web.archive.org/web/20090302080519/http://www.indiegames.com/blog/2009/02/competition_imagine_the_games.html|archive-date=2 March 2009|url-status=dead}}</ref> ''Green Label Gaming'' has since come under controversy over a sponsored Game Jam-themed reality show by [[Matti Leshem]].{{how|date=January 2019}}