Earlier this month our client Mountain Dew took part in The South by Southwest® (SXSW®) Conferences & Festivals, the annual convergence of original music, independent films, and emerging technologies.
Mountain Dew set up its Green Label House in Austin, Texas, to host musicians, athletes and press and to showcase its Green Label line of licensed products. Green Label is Dew’s outpost in the world of youth culture which was created as a vehicle for emerging artists.
Mountain Dew Licensing showcased their Green Label Exclusives collaborations within the lounge area of the house for a media preview and influencer barbecue and concert. Attendees included Dew-sponsored professional athletes from the skate and snow teams. Media outlets including Complex, Billboards, Rolling Stone, US Today also were in attendance. Celebrities like Victor Cruz of The New York Giants and Nick Cannon took in performances by Joey BadA$$ and Pro Era, DJ Premier, Earl Sweatshirt, Dyme-A-Duzen, RL Grime, Brenmare, Venus and more.
The product on display featured collaborations developed for Mountain Dew by The Joester Loria Group such as:
*Mountain Dew x Mac Miller x Diamond Supply Co. Snapback Hat
*Mountain Dew x P-Rod x Plan B Skatedeck
*Mountain Dew x Boo Johnson x SUPRA Sneaker
*Mountain Dew x Keelan Dadd x DGK duffel bag + accessories
*Mountain Dew x Good Wood NYC accessories
The Green Label House provided an excellent opportunity to promote the Mountain Dew Green Label Exclusives collection and introduce a new audience to the brand’s licensed products and partnerships.