On Tuesday, the brand presented its new brand identity: the full name "Mountain" is returned, and the abbreviation "MTN," which it had adopted in 2009, is shed.
"In your statement sent to Food and Wine, JP Bittencourt—he is the VP of marketing at Mountain Dew—said,"Given that the brand was born in the mountains, the specific citrus taste of Mountain Dew developed into a global cultural phenomenon, giving us a wonderful story to build on as we reimagine the next 75 years of the brand.
"The new label, designed by PepsiCo Design and Innovation, aims to capture the soda's sense of timeless adventure, running with what PepsiCo describes as "easy angles" in colors drawn from citrus fruits, and is intended to "reflect that refreshing taste of drinking a can of Dew" while outdoors with your mate.
"We are looking forward to seeing fans embrace the new Mountain Dew logo, which brings together a palette of refreshing and bright colors inspired by the origins of the brand and tells a somewhat illustrative story of outdoor landscapes peculiar to the Mountain Dew flavor," Mauro Porcini, the senior vice—president and chief design officer for PepsiCo, added.
The new design contains a tip of the hat to its early years with the inclusion of 1948, the year the Mountain Dew brand was founded. The Citrus Leave is back too, with the wee figure acting as the dot on its letter 'i.'
"Our team has undertaken a fair amount of research with fans of Mountain Dew to understand better how the brand can become the kind of friendlier brand that they want. We were energized to learn that the nostalgic reimagining of the visual identity against a setting in the great outdoors of a mountain backdrop was positively tested and drove intent to buy both Dew loyalists and Gen Z and millennial consumers," Umi Patel, vice president for consumer insights and analytics at PepsiCo Beverages North America, said. "We wanted our new feel and look to provide a vessel for the full spectrum of flavors, offering something new and refreshing in a way that connects with this crowd: flavor seekers, in particular Gen Z."