Editing Mountain Dew (section)

== Promotions ==

{{content|date=September 2023}}

===Mountain Dew Amp===
{{Main|Mountain Dew Amp}}
Mountain Dew Amp is an energy drink distributed by PepsiCo under the Mountain Dew brand, originally launched in 2001. From 2007 to 2008, several additional flavors of Amp were introduced. In 2012, Amp's labeling and ingredients changed, as did the flavor and appeal, according to fans. The Mountain Dew branding was also removed from cans during this change, though it has since been reintroduced.

===Taco Bell's Mountain Dew Baja Blast===
{{Main|Baja Blast}}
In spring 2014, Mountain Dew began distributing its Baja Blast flavor in standard 12-ounce cans, 20-ounce bottles and 24-ounce cans for sale at supermarkets and retail businesses in the U.S. This was to celebrate the drink's 20th anniversary and would be the first time the drink has been sold for a whole year.<ref>{{Cite web |date=2024-01-03 |title=Not just Taco Bell: Mountain Dew Baja Blast hits US grocery store shelves in 2024 |url=https://www.fox10phoenix.com/news/mountain-dew-baja-blast-sold-grocery-stores-2024 |access-date=2024-05-31 |website=FOX TV Stations |language=en-US}}</ref> The new retail product bore the [[Taco Bell]] logo. Taco Bell's chief marketing officer, Chris Brandt, said the exclusive drinks have helped increase the company's beverage sales, even as soda sales have declined in the broader market. He noted that people are more likely to buy drinks when they are available exclusively at the chain.<ref>{{cite web|title=Mountain Dew Fanatics, Rejoice! Baja Blast Now Comes in Bottles|url=https://www.huffingtonpost.com/2014/04/24/baja-blast-mountain-dew_n_5199189.html|work=Huffington Post|date=23 April 2014|archive-url=https://web.archive.org/web/20140429184850/http://www.huffingtonpost.com/2014/04/24/baja-blast-mountain-dew_n_5199189.html|archive-date=29 April 2014|url-status=live}}</ref> Due to the drink's success, many other new beverages were introduced at Taco Bell, including a new Taco Bell exclusive, Mountain Dew Sangrita Blast, a [[Non-alcoholic drink|non-alcoholic]] [[sangrita]]-flavored Mountain Dew.<ref name="sangrita">{{cite news|url=https://business.time.com/2014/01/17/youre-not-ready-for-taco-bells-mountain-dew-sangria/|title=You're Not Ready for Taco Bell's Mountain Dew Sangria|last=Stampler|first=Laura|date=17 January 2014|archive-url=https://web.archive.org/web/20140130090255/http://business.time.com/2014/01/17/youre-not-ready-for-taco-bells-mountain-dew-sangria/|archive-date=30 January 2014|url-status=live}}</ref>

===DEWmocracy 1===
[[File:MtnDewmocracyRevolutionVoltageSupernova.jpg|thumb|right| DEWmocracy 1: People's Dew (2008) flavor finalists: Revolution, Voltage, and Supernova]]

Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy",<ref name="officialtitle">Officially stylized as '''DEWmocracy'''.</ref> which involved the public electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products.<ref name=dewmocracyoverv>{{cite news|last=Tanner|first=Steve|title=Overview: Mountain Dew DEWmocracy 2 Campaign|url=http://www.bevreview.com/2010/04/21/mountain-dew-dewmocracy-2-campaign/|newspaper=BevReview|date=21 April 2010|archive-url=https://web.archive.org/web/20110425091829/http://www.bevreview.com/2010/04/21/mountain-dew-dewmocracy-2-campaign/|archive-date=25 April 2011|url-status=dead}}</ref> The campaign has been the subject of recognition within the advertising industry,<ref name=cnetdewm>{{cite news|last=Rosenberg|first=Dave|title=Mountain Dew drinks up social media|url=http://news.cnet.com/8301-13946_3-10419047-62.html|newspaper=CNet News|date=18 December 2009}}{{Dead link|date=December 2021 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> cited as one of the earliest and longest-running examples of a [[Consumer packaged goods|consumer product]] brand employing [[crowdsourcing]] to make decisions which are traditionally made internally by employees.<ref name=12sec>{{cite news|last=Parr|first=Ben|title=You Have 12 Seconds to Choose Mountain Dew's New Flavor|url=http://mashable.com/2009/07/18/mountain-dew-crowdsourcing/|newspaper=Mashable|date=18 July 2009|archive-url=https://web.archive.org/web/20110128232833/http://mashable.com/2009/07/18/mountain-dew-crowdsourcing/|archive-date=28 January 2011|url-status=live}}</ref> In its initial phase, DEWmocracy participation and voting was conducted via an online game.<ref name=dewmocracyprom>{{cite journal|title=Online Game lets Players Create a New Dew |journal=Promo Magazine |date=8 November 2007 |url=http://promomagazine.com/interactivemarketing/news/online_game_mountain_dew/|url-status=dead |archive-url=https://web.archive.org/web/20110715123001/http://promomagazine.com/interactivemarketing/news/online_game_mountain_dew/ |archive-date=15 July 2011 }}</ref> Television advertisements at the time featured actor [[Forest Whitaker]] asking people to decide the next new flavor of Mountain Dew. Online voters selected from three choices: Supernova (a strawberry/melon flavor), Revolution (a berry flavor), and Voltage (a raspberry/citrus flavor). Each included [[ginseng]]. The event ended on 17 August 2008, with Voltage announced as the winning flavor. It was officially released on 29 December 2008.<ref name="dewmocracyfaq">{{cite web|url=http://www.dewmocracyvoltage.com/faq.html |title=DEWmocracy FAQ |publisher=Dewmocracyvoltage.com |access-date=3 April 2010 |url-status=dead |archive-url=https://web.archive.org/web/20090314040938/http://dewmocracyvoltage.com/faq.html |archive-date=14 March 2009 }}</ref> According to [[Beverage Digest]], sales of DEWmocracy flavors totaled 25 million cases in 2008.<ref name=2008cases>{{cite journal|last=Zmuda|first=Natalie|title=New Pepsi 'Dewmocracy' push threatens to crowd out shops|journal=Advertising Age|date=2 November 2009|pages=1, 52|url=http://adage.coverleaf.com/advertisingage/20091102?pg=52#pg52|archive-url=https://web.archive.org/web/20110708201451/http://adage.coverleaf.com/advertisingage/20091102?pg=52#pg52|archive-date=8 July 2011|url-status=dead}}</ref>

===DEWmocracy 2===
[[File:WhiteOutDistortionandTyphoonDew.jpg|thumb|right|DEWmocracy 2: Collective Intelligence (2010) flavor finalists: White Out, Distortion, and Typhoon]]Mountain Dew announced a continuation of the DEWmocracy campaign&nbsp;– referred to as "DEWmocracy 2"<ref name=dewm2>{{cite journal|last=Cirillo|first=Jennifer|title=DEWmocracy 2 Continues to Buzz|journal=Beverage World|date=11 March 2010|url=http://www.beverageworld.com/index.php?option=com_content&view=article&id=37525:dewmocracy-2-continues-to-buzz&catid=34|archive-url=https://web.archive.org/web/20110707231059/http://www.beverageworld.com/index.php?option=com_content&view=article&id=37525:dewmocracy-2-continues-to-buzz&catid=34|archive-date=7 July 2011|url-status=dead}}</ref>&nbsp;– which launched in July 2009. A marked difference between DEWmocracy 2 and its predecessor was the wider range of online voting methods, expanding beyond the DEWmocracy website to include [[Facebook]], [[Twitter]], [[YouTube]],<ref name=dewmocracybook>{{cite book|last=Weber|first=Larry|title=Marketing to the Social Web: How Digital Customer Communities Build Your Business|year=2009|publisher=Wiley|isbn=978-0-470-41097-4|page=137|url=https://books.google.com/books?id=OLXuSpdKeNEC&q=%22Mountain%20Dew%22%20flavors&pg=PA137|edition=2nd|archive-url=https://web.archive.org/web/20130605185708/http://books.google.com/books?id=OLXuSpdKeNEC&lpg=PA137&dq=%22Mountain%20Dew%22%20flavors&pg=PA137#v=onepage&q=%22Mountain%20Dew%22%20flavors&f=false|archive-date=5 June 2013|url-status=live}}</ref> and the "Dew Labs Community"&nbsp;– a private, online forum for the "most passionate Dew fans."<ref name=dewmoccomm>{{cite news|last=Sullivan|first=Laurie|title=Mountain Dew Crowd Sources Ad Media Buying|url=http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128827|newspaper=MediaPost News|date=24 May 2010|url-status=dead|archive-url=https://web.archive.org/web/20110714065159/http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=128827|archive-date=14 July 2011}}</ref> In July 2009, Dew Labs sampling trucks distributed [[product sample]]s of seven potential flavor variations. At the same time, 50 "Dew fanatics" were chosen based on their video submissions to the video website 12seconds.tv, and were shipped boxes of the seven prototype flavors.<ref name=12sec /> From the initial seven flavors, taste testers were asked to elect three final flavors for later release at [[retail store]]s. The three new candidate flavors were Distortion (a Key lime flavor), Typhoon (a tropical punch flavor), and White Out (a smooth citrus flavor). The three new candidate flavors were released on 19 April 2010 and voting lasted until 14 June. The following day, White Out was announced as the winner. Mountain Dew White Out was released for sale on 4 October 2010. A limited production White Out [[Slurpee]] (Mtn Dew White Out Freeze) was made available at [[7-Eleven]] stores beginning in January 2011. In July 2011, Mountain Dew Typhoon was re-released briefly in 2-liter form; in June 2022, it was re-released on the Mountain Dew online store.<ref>{{Cite web |title=Mtn Dew Is Bringing Back a Flavor That's Been Shelved for More Than a Decade |url=https://www.thrillist.com/news/nation/mtn-dew-typhoon-returns |access-date=2022-06-02 |website=Thrillist |date=24 May 2022 |language=en}}</ref>

===Game Fuel===
{{Redirect-distinguish|Game Fuel|G Fuel}}
In 2007, after using the term "Game Fuel" to market their sodas to the video-gaming subculture, Mountain Dew introduced a new flavor variant (citrus cherry) with the Game Fuel name. Coinciding with the release of the [[Xbox 360]] game ''[[Halo 3]]'', Mountain Dew Game Fuel sported a label that was almost entirely image-based, showing promotional artwork for the game and featuring the game series' main character [[Master Chief (Halo)|Master Chief]] prominently. This variant remained on shelves for 12 weeks, and was discontinued afterwards.<ref name="Halo Game Fuel">{{cite web |url=http://www.bevreview.com/2007/08/12/review-mountain-dew-game-fuel/ |title=Mountain Dew Game Fuel » Citrus Cherry Mountain Dew based on Halo 3 |publisher=BevReview.com |date=12 August 2007|archive-url=https://web.archive.org/web/20120314092710/http://www.bevreview.com/2007/08/12/review-mountain-dew-game-fuel/ |archive-date=14 March 2012 |url-status=dead}}</ref>

Two years later, the website for the popular [[MMORPG]] ''[[World of Warcraft]]'' stated that two Mountain Dew Game Fuel flavors would be sold in June 2009 and would promote the game.<ref name="WoW Game Fuel 1">{{cite web |url=http://www.bevreview.com/2009/03/18/mountain-dew-game-fuel-horde-red-alliance-blue/ |title=Coming Soon: Mountain Dew Game Fuel Horde Red & Alliance Blue » World of Warcraft Mtn Dew beverages in two flavors: citrus cherry Horde Red and wild fruit Alliance Blue |publisher=BevReview.com |date=18 March 2009|archive-url=https://web.archive.org/web/20120514091145/http://www.bevreview.com/2009/03/18/mountain-dew-game-fuel-horde-red-alliance-blue/ |archive-date=14 May 2012 |url-status=dead}}</ref> Shortly afterwards, the bottle art was released, and showed that the two flavors would promote different player races in the game. One of the two was exactly the same citrus cherry flavor from the original ''Halo 3'' promotion, with updated packaging.<ref name="WoW Game Fuel 2">{{cite web |url=http://www.bevreview.com/2009/06/09/mountain-dew-game-fuel-horde-red/ |title=Review: Mountain Dew Game Fuel Horde Red » World of Warcraft Mtn Dew citrus cherry Horde Red soda |publisher=BevReview.com |date=9 June 2009|archive-url=https://web.archive.org/web/20120418225525/http://www.bevreview.com/2009/06/09/mountain-dew-game-fuel-horde-red/ |archive-date=18 April 2012 |url-status=dead}}</ref> The second flavor was a new wild fruit drink, similar to the previously released [[Pepsi Blue]].<ref name="WoW Game Fuel 3">{{cite web |url=http://www.bevreview.com/2009/06/15/mountain-dew-game-fuel-alliance-blue/ |title=Review: Mountain Dew Game Fuel Alliance Blue » World of Warcraft Mtn Dew wild fruit Alliance Blue soda |publisher=BevReview.com |date=15 June 2009|archive-url=https://web.archive.org/web/20120420042746/http://www.bevreview.com/2009/06/15/mountain-dew-game-fuel-alliance-blue/ |archive-date=20 April 2012 |url-status=dead}}</ref> Both drinks were given ''World of Warcraft''-based packaging, and sported the newly updated "MTN Dew" logo. Like their precursor, these two flavors lasted for 12 weeks and were discontinued.

On 24 August 2011, Mountain Dew announced another return of the Game Fuel promotion on their Facebook page. The original citrus cherry would once again return,<ref name="Game Fuel MW3 1">{{cite web |url=http://www.bevreview.com/2011/10/17/mountain-dew-game-fuel-2011-citrus-cherry/ |title=Review: Mountain Dew Game Fuel 2011 - Citrus Cherry |publisher=BevReview.com |date=17 October 2011|archive-url=https://web.archive.org/web/20120514091100/http://www.bevreview.com/2011/10/17/mountain-dew-game-fuel-2011-citrus-cherry/ |archive-date=14 May 2012 |url-status=dead}}</ref> along with a new tropical companion flavor.<ref name="Game Fuel MW3 2">{{cite web |url=http://www.bevreview.com/2011/10/18/mountain-dew-game-fuel-2011-tropical/ |title=Review: Mountain Dew Game Fuel 2011 - Tropical |publisher=BevReview.com |date=18 October 2011|archive-url=https://web.archive.org/web/20120427223717/http://www.bevreview.com/2011/10/18/mountain-dew-game-fuel-2011-tropical/ |archive-date=27 April 2012 |url-status=dead}}</ref> The announcement gave a planned release date of October 2011 and stated that the packaging would feature codes granting players double experience points in ''[[Call of Duty: Modern Warfare 3]]''. Both flavors were mailed out to Dew Labs members in early September 2011, a month before the planned release date. Later that same month, it was announced through the Facebook page that Game Fuel would be arriving to the public in mid-October, though it would vary by market. These flavors began appearing from the first week of October and were also discontinued after 12 weeks of being on shelves.

Game Fuel returned in October 2012 to promote ''[[Halo 4]]'', in the original citrus-cherry flavor. In August 2013, Mountain Dew announced that Game Fuel would be returning to stores in the fall of 2013, with a new blueberry-flavored version titled "Electrifying Berry".<ref name="Game Fuel 2013">{{cite web |url=https://www.facebook.com/#!/photo.php?fbid=491592494262937&set=pb.148004115288445.-2207520000.1376351270.&type=3&theater |title=Mountain Dew Game Fuel 2013 - Citrus Cherry and Electrifying Berry |publisher=Facebook.com |date=9 August 2013|archive-url=https://web.archive.org/web/20190528112339/https://www.facebook.com/#!/photo.php?fbid=491592494262937&set=pb.148004115288445.-2207520000.1376351270.&type=3&theater |archive-date=28 May 2019 |url-status=live }}</ref> In October 2013, boxes of original citrus cherry Game Fuel appeared on store shelves with packaging promoting the [[Xbox One]] and the games ''[[Dead Rising 3]]'' and ''[[Forza Motorsport 5]]'' and with cans featuring ''Dead Rising 3'' graphics. The new Electrifying Berry flavor of Game Fuel simultaneously appeared with packaging promoting ''[[Kinect Sports Rivals]]'' and the game ''[[Ryse: Son of Rome]]'', graphics from which appear on the cans as well.
In May 2014, the original citrus cherry Game Fuel began reappearing on shelves, but this time, the soda does not seem to be promoting any video game.<ref name="Game Fuel 2014">{{cite web|url=https://www.facebook.com/photo.php?fbid=628980660524119&set=a.491592490929604.1073741826.148004115288445&type=1&theater|title=Mountain Dew Game Fuel 2014 - Citrus Cherry|publisher=Facebook.com|date=12 May 2014|archive-url=https://web.archive.org/web/20150904053257/https://www.facebook.com/photo.php?fbid=628980660524119&set=a.491592490929604.1073741826.148004115288445&type=1&theater|archive-date=4 September 2015|url-status=live}}</ref>

In October 2014, Game Fuel returned with a new lemonade flavor for the promotion of ''[[Call of Duty: Advanced Warfare]]''.<ref name="Game Fuel 2014 - Citrus Cherry and Lemonade">{{cite web|url=https://www.facebook.com/148004115288445/photos/a.491592490929604.1073741826.148004115288445/703379019750949/?type=1&theater|title=Mountain Dew Game Fuel 2014 - Citrus Cherry and Lemonade|publisher=Facebook.com|date=6 October 2014|archive-url=https://web.archive.org/web/20150904053257/https://www.facebook.com/148004115288445/photos/a.491592490929604.1073741826.148004115288445/703379019750949/?type=1&theater|archive-date=4 September 2015|url-status=live}}</ref> Unlike past two-variant Game Fuel releases, both drinks sport the same artwork (unlike 2009's Horde Red and Alliance Blue or 2011's citrus cherry and tropical), albeit differing colors to match their respective flavors. After the promotion ended, Citrus Cherry reverted to packaging not promoting a game, while lemonade flavor was permanently removed from shelves.

In October 2015, Game Fuel returned with a new companion flavor, Berry Lime, for the promotion of ''[[Call of Duty: Black Ops III]]''. After the promotion, Citrus Cherry once again reverted to promotion-less packaging, while the Berry Lime flavor remained available as a Slurpee.

Images leaked in May 2016 led to speculation that Game Fuel would once again see a new release later in 2016, with a new mango-flavored variant alongside the original citrus cherry flavor, promoting the game ''[[Titanfall 2]]''.<ref name="Game Fuel 2016 leak">{{cite web|url=https://www.facebook.com/148004115288445/photos/a.491592490929604.1073741826.148004115288445/1016439495111565/?type=3&theater|title=Mountain Dew Game Fuel 2016 leak|publisher=Facebook.com|date=23 May 2016|archive-url=https://web.archive.org/web/20170529092353/https://www.facebook.com/148004115288445/photos/a.491592490929604.1073741826.148004115288445/1016439495111565/?type=3&theater|archive-date=29 May 2017|url-status=live}}</ref> Mountain Dew announced the return of Game Fuel and the new flavor, Mango Heat, in September. Then, in October, Game Fuel was released with the ''Titanfall 2'' promotion, with a lower calorie version of the original citrus cherry variant returning alongside the new Mango Heat.<ref name="Game Fuel 2016">{{cite web|url=https://www.facebook.com/mountaindew/videos/10154533708221489/|title=Mountain Dew Game Fuel 2016|publisher=Facebook.com|date=22 September 2016|archive-url=https://web.archive.org/web/20170524053925/https://www.facebook.com/mountaindew/videos/10154533708221489/|archive-date=24 May 2017|url-status=live}}</ref>

In 2017, Game Fuel returned with two previously discontinued flavors: Arctic Burst (originally released as a Slurpee flavor in 2006 to promote ''[[Superman Returns]]'') and Tropical Smash (originally Flavor #736, one of the four prototype flavors for "DEWmocracy II" that lost to Mountain Dew White Out and did not even make the final round). As was the case with the 2013 promotion, the two flavors promoted two different Xbox games (Arctic Burst promoted ''[[Middle-earth: Shadow of War]]'' while Tropical Smash promoted ''[[Forza 7]]'').<ref name="Game Fuel 2017">{{cite web |url=http://www.mtndewkid.com/mountain-dew/mtn-dew-game-fuel-2017/ |title=Mtn Dew Game Fuel 2017 |publisher=MtnDewKid.com |date=27 May 2017|archive-url=https://web.archive.org/web/20180104073146/http://www.mtndewkid.com/mountain-dew/mtn-dew-game-fuel-2017/ |archive-date=4 January 2018 |url-status=dead }}</ref> For the first time, Citrus Cherry was not fully part of the promotion; instead, promotion-less Citrus Cherry was sold with the same white caps with codes under them as the other flavors in the promotion.

In January 2019, PepsiCo introduced a new line of Game Fuel drinks called Amp Game Fuel, since renamed to simply "Game Fuel". The can features a re-sealable lid. Game Fuel has 90&nbsp;mg of caffeine and also includes [[theanine]] and vitamins A and B.<ref>{{Cite web|url=https://www.foodbusinessnews.net/articles/15241-mtn-dew-debuts-amp-game-fuel-zero?v=preview|title=Mtn Dew debuts Amp Game Fuel Zero|website=www.foodbusinessnews.net|language=en|access-date=2020-02-24}}</ref> The Citrus Cherry flavor from the original Game Fuel lineup was re-released under this new product line in April 2022.<ref>{{Cite web |last=McCormick |first=Margaret |date=2022-04-06 |title=Mountain Dew Just Revamped An Unexpected Game Fuel Flavor |url=https://www.mashed.com/824373/mountain-dew-just-revamped-an-unexpected-game-fuel-flavor/ |access-date=2022-06-02 |website=Mashed.com |language=en-US}}</ref>

In 2023, Game Fuel returned with two flavors: Citrus Cherry and Mystic Punch. As was the case with the 2017 promotion, the two flavors promoted two different Xbox games (Citrus Cherry promoted [[Halo Infinite]] while Mystic Punch promoted [[Diablo IV]]).

===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}}

===Doritos Quest===
In 2008, [[Doritos]] debuted a mystery flavor known as "Quest", featuring a campaign of online puzzles and prizes to identify the Quest flavor. The flavor was later identified as Mountain Dew.<ref name="AV Club">{{cite news|last=Koski |first=Genevieve |url=https://www.avclub.com/article/taste-test-mountain-dew-quest-doritos-2344 |title=Taste Test: Mountain Dew "Quest" Doritos |newspaper=The A.V. Club |access-date=23 January 2015 |url-status=dead |archive-url=https://web.archive.org/web/20141116204646/http://www.avclub.com/article/taste-test-mountain-dew-quest-doritos-2344 |archive-date=16 November 2014 }}</ref>

===FanDEWmonium===
In October 2010, Mountain Dew started the "FanDEWmonium" promotion, a competition in which new flavors would compete to become permanent similar to the two DEWmocracy campaigns, but with eight diet flavors instead of three regular ones.<ref name=dietdewchallenge>{{cite news|last=Gibbons|first=Lauren|title=MSU samples new Mountain Dew|url=http://statenews.com/index.php/article/2010/11/msu_samples_new_mountain_dew_|newspaper=State News|date=7 November 2010|archive-url=https://web.archive.org/web/20101221130506/http://statenews.com/index.php/article/2010/11/msu_samples_new_mountain_dew_|archive-date=21 December 2010|url-status=dead}}</ref> Five of the participating flavors were diet versions of previous DEWmocracy flavors: Diet SuperNova, Diet Voltage, Diet Crave, Diet Distortion, Diet Typhoon, and Diet White Out. Another flavor, Diet Ultra Violet, returned from its own limited release in 2009. The remaining competitor was a brand-new Diet flavor created specifically for the promotion - Flare (berry/citrus-flavored). Each of the eight flavors was available for tasting at specific tour locations, and special cans were also mailed to some Dew Labs members.

Also similar to the DEWmocracy campaign, those who taste-tested the Diet flavors were asked to go online and vote for which flavors they thought should be permanently sold in stores. After the first round of voting was completed, two flavor finalists were chosen to receive a limited release to store shelves for a final round of voting. Diet Voltage and Diet SuperNova were sold in stores for an eight-week period beginning in March 2011. After votes were cast, it was announced that Diet SuperNova had won, with 55% of all votes, and it returned in January 2012. Afterwards, it was removed from shelves permanently after a 12-week release due to low sales.

===Back by Popular DEWmand===
On 7 January 2011, Mountain Dew posted on their Facebook that Pitch Black would return to the shelves in May 2011, also stating that this may be the start of many re-releases of old favorites.<ref>{{cite web|title=News: Mountain Dew Pitch Black is "Back By Popular DEW-mand" in 2011|url=http://www.bevreview.com/2011/01/07/mountain-dew-pitch-black-is-back-by-popular-dew-mand-in-2011/|access-date=29 March 2012|archive-url=https://web.archive.org/web/20120314092555/http://www.bevreview.com/2011/01/07/mountain-dew-pitch-black-is-back-by-popular-dew-mand-in-2011/|archive-date=14 March 2012|url-status=dead}}</ref> The company promoted Pitch Black's return heavily with giveaways and contests. About a month before the planned release date, a photo was posted on a Mountain Dew worker's Pongr, which showed Pitch Black and 2008's Supernova. Two weeks before the release, Dew Labs announced the return of 2010's Typhoon in 2-liter bottles exclusively at [[Walmart|Walmart Supercenters]]. The three flavors were re-released to stores on 2 May.

At the same time of the DEWmand Promotion, Mountain Dew launched the Throwback Shack, a website where participators could enter to win exclusive Dew merchandise, including a "secret stash" of Mountain Dew Revolution, a losing competitor from 2008's DEWmocracy. The promotional advertisements were then taken down from the Mountain Dew website. Mountain Dew later stated via tweet that there would not be any more flavors returning 'by Popular DEWmand' for now, as it was only intended to be a summer program.

===Dub the Dew===
In August 2012, Villa Enterprises held a promotion known as ''Dub the Dew'', where users were asked to submit and vote on name ideas for a green apple flavor of Mountain Dew. The promotion was infamously hijacked by users, particularly those originating from the [[imageboard]] [[4chan]], who submitted and upvoted entries such as "[[Hitler did nothing wrong]]", "[[Diabeetus]]", "[[Fapped|Fapple]]", "[[Bill Cosby]] Sweat", "Jimmie Rustle's Jumpin' Juice", and numerous variations of "Gushing Granny".<ref>{{Cite magazine | url=https://newsfeed.time.com/2012/08/14/mountain-dews-dub-the-dew-online-poll-goes-horribly-wrong/ |title = Mountain Dew's 'Dub the Dew' Online Poll Goes Horribly Wrong|magazine = Time|last1 = Rosenfeld|first1 = Everett}}</ref><ref>{{Cite web | url=https://www.huffpost.com/entry/4chan-mountain-dew_n_1773076 | title=Mountain Dew Naming Campaign Hijacked By Infamous Message Board 4Chan| date=13 August 2012|website=Huffington Post}}</ref> Although the promotion was not directly connected to Mountain Dew, a representative from the company did offer to "help clean up" the site. ''[[Adweek]]'' compared the incident to another recent campaign hijacked under similar circumstances, where musician [[Pitbull (rapper)|Pitbull]] was sent to perform in [[Kodiak, Alaska]], in a [[Walmart]] promotion.<ref>{{cite journal | title = Pitbull performs in Kodiak | journal = New York Daily News | date = 31 July 2012 | url = http://www.nydailynews.com/entertainment/music-arts/pitbull-performs-kodiak-alaska-exiled-contest-hijacked-internet-prankster-article-1.1125687 | access-date = 4 August 2012 | archive-url = https://web.archive.org/web/20120805060608/http://www.nydailynews.com/entertainment/music-arts/pitbull-performs-kodiak-alaska-exiled-contest-hijacked-internet-prankster-article-1.1125687 | archive-date = 5 August 2012 | url-status = live }}</ref><ref name=adweek-dubthedew>{{cite web|last=Kiefaber|first=David|title=Mountain Dew Soda-Naming Contest Crashed by Pranksters|url=http://www.adweek.com/adfreak/mountain-dew-soda-naming-contest-crashed-pranksters-142715|work=Adweek|date=14 August 2012 |access-date=31 January 2014|archive-url=https://web.archive.org/web/20140201233158/http://www.adweek.com/adfreak/mountain-dew-soda-naming-contest-crashed-pranksters-142715|archive-date=1 February 2014|url-status=live}}</ref><ref name=nydn-hijack>{{cite web|title=Web pranksters hijack restaurant's Mountain Dew naming contest|url=http://www.nydailynews.com/news/national/web-pranksters-hijack-mountain-dew-online-crowdsourced-naming-effort-new-green-apple-flavored-soda-article-1.1136204|work=New York Daily News|date=15 August 2012 |access-date=31 January 2014|archive-url=https://web.archive.org/web/20140202140803/http://www.nydailynews.com/news/national/web-pranksters-hijack-mountain-dew-online-crowdsourced-naming-effort-new-green-apple-flavored-soda-article-1.1136204|archive-date=2 February 2014|url-status=live}}</ref>

===Puppy Monkey Baby===
On 7 February 2016, for [[Super Bowl 50]], Mountain Dew aired a spot featuring a CGI character dubbed "the puppy monkey baby" (also styled PuppyMonkeyBaby). The promotion has garnered a wide amount of media coverage, both positive and negative. According to iSpot.tv, the spot was rated #1 of all the Super Bowl commercials of the night, having generated 2.2 million online views and 300,000 social media interactions after airing.<ref>{{cite news|last1=Smith|first1=Troy|title='Puppymonkeybaby' wins Super Bowl 50 commercial race|url=http://www.cleveland.com/entertainment/index.ssf/2016/02/puppymonkeybaby_wins_super_bow.html|access-date=8 February 2016|publisher=Cleveland.com|date=8 February 2016|archive-url=https://web.archive.org/web/20160208180642/http://www.cleveland.com/entertainment/index.ssf/2016/02/puppymonkeybaby_wins_super_bow.html|archive-date=8 February 2016|url-status=live}}</ref>

The ad features a computer-generated mash-up of three things that the public generally finds to be cute or harmless; a Pug puppy (the head), a monkey (the body and tail), and a dancing baby (the hips and legs). The puppy monkey baby dances with three men who are presumably watching the Super Bowl, offering them Mountain Dew Kickstart, which is similarly described as being a combination of three things (Mountain Dew, juice, and caffeine).

The media response to the advertisement was mixed to negative. Melissa Cronin of [[Gawker]] described it as a "horror-hallucination of brand awareness",<ref>{{cite news|last1=Cronin|first1=Melissa|title=Mountain Dew Presents the PuppyMonkeyBaby, a Horror-Hallucination of Brand Awareness|url=http://gawker.com/mountain-dew-presents-the-puppymonkeybaby-a-horror-hal-1757701922|date=7 February 2016|archive-url=https://web.archive.org/web/20160208080518/https://gawker.com/mountain-dew-presents-the-puppymonkeybaby-a-horror-hal-1757701922|archive-date=8 February 2016|url-status=dead}}</ref> while noting the beverage itself contains [[brominated vegetable oil]], a chemical that is banned in several countries.<ref name="ABC News"/> Jim Joseph, chief integrated marketing officer at Cohn & Wolfe, called it "weird".<ref>{{cite news|title=Puppymonkeybaby, Chip-Craving Fetus Stand Out in Ad Lineup|url=http://www.foxbusiness.com/markets/2016/02/08/puppymonkeybaby-chip-craving-fetus-stand-out-in-ad-lineup.html|publisher=Fox Business|access-date=14 February 2016|archive-url=https://web.archive.org/web/20160211035153/http://www.foxbusiness.com/markets/2016/02/08/puppymonkeybaby-chip-craving-fetus-stand-out-in-ad-lineup.html|archive-date=11 February 2016|url-status=live}}</ref>

===DEWcision 2016===
On 16 April 2016, Mountain Dew announced the return of two popular favorites, Baja Blast and Pitch Black. Fans could vote on which flavor stays permanently on store shelves via the Mountain Dew website. Voting ended on 9 July, and, after many delays, Pitch Black was announced the winner on 18 July 2016. Pitch Black became part of the brand's flavor lineup starting in September{{when|date=September 2023}}, and was produced for several years before being discontinued by early 2020.<ref>{{Cite web |title=Mountain Dew on Twitter |url=https://twitter.com/mountaindew/status/1236483133287137280 |access-date=2022-06-02 |website=Twitter |language=en}}</ref>

=== Mountain Dew Spark and Spark Zero ===
Mountain Dew Spark is a raspberry lemonade flavored beverage and a part of the Mountain Dew line up of offerings.<ref>{{Cite web |title=MTN DEW Spark |url=https://www.mountaindew.com/products/mtn-dew-spark/ |access-date=June 14, 2022 |archive-date=16 August 2022 |archive-url=https://web.archive.org/web/20220816160959/https://www.mountaindew.com/products/mtn-dew-spark/ |url-status=dead }}</ref>