Mountain Dew is putting the mountain back in its logo | CNN

Mountain Dew Climbs Back to its Roots

After a long two-decade run without it, the full “Mountain” is making its comeback on Mtn Dew cans and bottles starting next May. PepsiCo’s bold move to drop the abbreviation and give the brand a retro refresh is all about reconnecting with the soda’s outdoor, rustic origins. The fresh design, revealed this week, brings back that 1940s vibe when Mountain Dew was first mixed in the Tennessee Smoky Mountains. But it’s not just nostalgia at play—this rebrand is a response to a bigger issue: soda sales are slipping, and Dew’s no exception, with a 7% drop in the first half of 2024.

This isn’t just a logo tweak, though. PepsiCo’s new design includes a splash of the outdoors, with softened angles, citrusy hues, and even a leafy dot over the “i”—all nodding to the great outdoors and the soda’s fruity flavor. The aim? To shift Mountain Dew’s image away from the “energy drink” edge it’s had for years. Instead, it’s tapping into a “different kind of energy,” the kind that’s all about getting outside, unwinding, and soaking in some nature.

Shaking Off the Old Dew

With the refreshed look, PepsiCo is hoping to reach both hardcore Dew fans and newcomers who might’ve drifted toward trendier beverages. After all, Dew’s competition has shifted—soda drinkers are now leaning toward sparkling waters and healthier options. Rival brands like Poppi and Olipop are gaining ground, even releasing Mountain Dew-inspired flavors of their own. But this new design? It’s all about evolving Mountain Dew’s image, not just reacting to market pressures.

That’s why you’ll see the return of Dew’s famous tagline, “Do the Dew,” alongside its new mascot, the “Mountain Dude.” He’s meant to speak to Gen Z, encouraging them to step away from their screens and embrace the outdoor lifestyle. It’s a smart move, considering PepsiCo has already invested heavily in energy drinks like Rockstar and Celsius, so Mountain Dew doesn’t need to double down on that market. Instead, it’s charting a course back to its roots.

Rebranding in a Tough Market

The timing for this rebrand is critical. Soda sales are facing headwinds as inflation pressures consumer spending, and sugary drinks aren’t the go-to choice they once were. With rivals like Olipop gaining momentum, PepsiCo has little choice but to give Mountain Dew a new edge. But it’s not just about staying relevant—it’s about reminding everyone why they loved the drink in the first place. The design team at PepsiCo is betting that the new look will reignite enthusiasm both from loyal fans and those who haven’t sipped a Dew in a while………[read more]

Rising Dough

With Mountain Dew’s shift from an energy drink image to one that embraces the outdoors, how do branding changes like this influence consumer behavior, especially in a market where trends are constantly evolving? What impact might this have on PepsiCo’s ability to compete with newer, healthier drink options?