鈥淢tn Dew鈥 is getting a makeover, with the word 鈥渕ountain鈥 reappearing on cans and bottles following a roughly two-decade-long hiatus.
The PepsiCo-owned beverage is unveiling Wednesday a new logo and packaging design that drops its sharply angular font and abbreviated title for imagery that evokes its rustic roots, as well as bringing back its namesake title to cans and bottles. Consumers will see the new look roll out beginning next May.
The changes come amid slowing demand in North America for PepsiCo鈥檚 beverages, and, more specifically, a sharp decline in volume for Mountain Dew, which have fallen seven per cent in the first half of 2024, according to figures provided to CNN from Beverage Digest, a trade publication.
鈥淢ountain Dew appears ready to shake off the adrenaline rush that has defined the brand鈥檚 marketing for almost two decades, when a key strategy was to market Dew like an energy drink to an energy drink crowd,鈥 Duane Stanford, editor and publisher of Beverage Digest, told CNN.
Tapping into nostalgia, the new logo marks the return of 鈥渕ountain,鈥 which was dropped in 2009 as part of a larger rebrand of PepsiCo鈥檚 soda portfolio, which also included a refreshed look for now-defunct Sierra Mist.
Spelling out the word mountain is a 鈥渄irect link to the origins of the brand, which is the mountains and the outdoors,鈥 said Mauro Porcini, senior vice president and chief design officer at PepsiCo, who led the redesign. A nod to its founding date of 1948, when it was created as a mixer in the Tennessee Smoky Mountains, was also added to the logo.
Hardcore Dew fans might recognize the new logo slightly resembles the logo used in the 1990s, but Porcini told CNN that it鈥檚 鈥渕odernized and projected to feel the three-dimensionality鈥 of the words, giving it a more current look with softened angles.
Other touches include a leaf to dot the 鈥渋鈥 and a mountainous background with citrus-inspired yellow hues, which Porcini said connects with the beverage鈥檚 fruity flavor.
鈥淚n the previous design, we were not very clear in communicating the refreshment cues,鈥 Porcini admitted. 鈥淚t was more about the energy of the sharp angles exploding on the can.鈥
Mountain Dew's logo is pictured through the years. (Mountain Dew via CNN Newsource)
Mountain Dew has long been marketed as an energy drink because of its sugar and caffeine content, but the new look is meant to conjure up a 鈥渄ifferent kind of energy that鈥檚 coming from the outdoors,鈥 Porcini said.
The soda brand recently brought back its famous 鈥淒o the Dew鈥 tagline and introduced the Mountain Dude, a new character that encourages Gen-Z to peel their eyes from screens and enjoy the outdoors.
A major change in marketing is essential for Mountain Dew. PepsiCo has 鈥渓ittle choice鈥 but to improve its sales since the beverage is one of its biggest brands, Stanford said. PepsiCo also owns Rockstar Energy and has a half-billion-dollar investment in Celsius, a trendy energy drink brand, so 鈥渢he need for Dew to compete as an energy brand isn鈥檛 as critical.鈥
Rolling out a refreshed look comes amid a tough time for soda manufacturers. Drinkers are shifting their preferences away from sugary sodas and toward sparkling waters, hydration beverages and 鈥渂etter-for-you鈥 alternatives.
PepsiCo cut its full-year revenue outlook Tuesday, partially because of slower volume for its North American beverage unit. 鈥淭he cumulative impacts of inflationary pressures and higher borrowing costs over the last few years have continued to impact consumer budgets and spending patterns,鈥 said PepsiCo CEO Ramon Laguarta in a statement.
Plus, smaller rivals like Poppi and Olipop are growing in popularity and distribution, with the latter brand recently releasing a Mountain Dew-like flavor of its own called 鈥淩idge Rush鈥 鈥 also featuring mountains on its cans.
The new look for Mountain Dew is more about an 鈥渆volution and nurturing that we wanted to give to this beloved franchise,鈥 said JP Bittencourt, vice president of marketing at Mountain Dew. 鈥淭his design has been in the works for some time, so this is not a response to anybody.鈥
A rebrand could also attract drinkers that have perhaps forgotten about Mountain Dew. Bittencourt told CNN that the brand saw 鈥渉uge lifts with our most ardent fans and, equally important, with those who have not tried us in some time.鈥
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