Mountain Dew, a popular PepsiCo-owned beverage, is undergoing a makeover with a new logo and packaging design that brings back the word “mountain” to cans and bottles after being absent for nearly two decades. The changes are being made in response to slowing demand for PepsiCo’s beverages in North America and a significant decline in volume for Mountain Dew specifically.
The rebranding is a departure from the brand’s previous adrenaline-focused marketing strategy and aims to tap into nostalgia by reintroducing the word “mountain” to the logo. The new design also pays homage to the brand’s origins in the Tennessee Smoky Mountains, with added elements such as a leaf to dot the “i” and a mountainous background with citrus-inspired yellow hues that connect with the beverage’s fruity flavor.
Mountain Dew has long been marketed as an energy drink due to its high sugar and caffeine content, but the new look is intended to evoke a different kind of energy associated with the outdoors. The reintroduction of the “Do the Dew” tagline and the new character of Mountain Dude are part of the brand’s efforts to appeal to a younger demographic and encourage them to appreciate nature.
PepsiCo’s decision to revamp Mountain Dew is driven by the brand’s importance within its beverage portfolio, especially in the face of changing consumer preferences towards healthier alternatives like sparkling waters and hydration beverages. Competing in the energy drink market is also essential for Mountain Dew, as PepsiCo owns brands like Rockstar Energy and has made substantial investments in Celsius, a trendy energy drink brand.
The rebranding is not solely a reaction to market trends but an intentional effort to evolve and nurture the Mountain Dew franchise. The new design has received positive feedback from both loyal fans and consumers who may have drifted away from the brand. In a highly competitive beverage market, staying relevant and appealing to a broad range of consumers is crucial for Mountain Dew’s continued success.
In conclusion, the refreshed look for Mountain Dew represents a strategic move by PepsiCo to boost sales and attract new consumers in a challenging market landscape. The brand’s return to its roots and emphasis on outdoor energy signals a shift towards a more holistic lifestyle approach, reflecting broader shifts in consumer preferences. By leveraging nostalgia, embracing new marketing strategies, and adapting to changing consumer behavior, Mountain Dew is positioning itself for continued success in the evolving beverage industry.
