why not just stab us in the eye. where the cool kids at?

A PIONEER in what has become a hot trend on Madison Avenue — going beyond the realm of traditional advertising and into the world of editorial and entertainment known as content marketing or branded content — is hoping to ramp up its efforts by joining forces with a content specialist.

The PepsiCo Americas Beverages division of PepsiCo is teaming up with Complex Media on behalf of one of its biggest soft-drink brands, Mountain Dew, for a sponsored-content initiative that will be housed on a new Web site, Green-Label.com. The site will replace several Web sites and a YouTube channel that have been overseen by PepsiCo Americas Beverages since 2007.