10 Pivotal Moments in Band/Brand Relationships

9. Mountain Dew’s Green Label Sound

Mountain Dew used to spend their ad money with MTV, to sponsor the yearly Dew Circuit Breakout contest, where the companies got together to try and find the next Fall Out Boy. Then, in 2008, Mountain Dew launched the Green Label Sound project instead and decided to give all their money to nice indie artists, like Neon Indian and Wavves, who would record one-off tracks that Mountain Dew could then give away for free. While this content shift may not be garnering Mountain Dew a lot of soda sales in Williamsburg, it is generating them a lot more write-ups in Ad Age.