Mountain Dew has made a big change to its name, following feedback from Gen Z and Millennial consumers.
The iconic neon green beverage was invented back in 1940 by Tennessee bottlers Barney and Ally Hartman, going on to become a well-known and widely loved staple of the US market.
Now owned by PepsiCo, it’s become readily available beyond the States as a refreshing sip of American culture.
Since its inception, the citrus-flavoured caffeinated beverage has undergone a lot of change – both in taste and branding, meaning the product we see today is not only a far cry from how it was in the 1940s, but also previous iterations this side of the millennium.
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And now, it’s returning to its roots for a dose of ‘nostalgia’, with JP Bittencourt, vice president of marketing at Mountain Dew, saying in a statement: “Born in the mountains, the distinctive citrus flavor of Mountain Dew propelled the brand to become a global cultural phenomenon, giving us a rich history to lean into as we reimagine the next 75 years of the brand.
“Mountain Dew is reclaiming the mountain with a new logo and visual identity that is synonymous with adventure, celebrating the great outdoors and embracing the ‘DO THE DEW’ spirit.”
You see, in 2009, the name was rebranded to ‘Mtn Dew’, changing the first word to a catchy, modern abbreviation.
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15 years later, PepsiCo has decided it’s time to reclaim its ‘legacy’ style, with the official rollout starting as early as May 2025.
Mauro Porcini, senior vice president and chief design officer at PepsiCo, said: “With this new visual identity, Mountain Dew is reclaiming its legacy with a timeless look designed to elevate both the physical and digital spaces the brand adventures in.
“We’re excited for fans to see the new Mountain Dew, which includes an updated logo that embodies the brand’s origins, a sunny refreshed color palette, and graphic outdoor landscapes unique to the Mountain Dew flavors.”
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Umi Patel, vice president of consumer insights and analytics at PepsiCo Beverages North America, said the change followed ‘extensive research’ into consumers, including Gen Zs and Millennials.
“Our team conducted extensive research with Mountain Dew fans to better understand how the brand could be seen as more approachable,” she explained.
“We were thrilled to see the ‘nostalgic’ look of the new visual identity combined with the fresh air feel of the great outdoors against the mountain backdrop tested positively and drove positive purchase intent across DEW loyalists, Gen Z, and millennial consumers.
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“We also designed our new look and feel to showcase the full portfolio of flavors, each with a unique citrusy blend, in a way that would resonate with consumers, especially Gen Z who seek out new flavor options."
Topics: Food and Drink, Gen Z
Jess Hardiman