Mountain Dew brings the mountain back to its logo

New York
CNN
—

Mtn Dew is undergoing a sea change, with the word “mountain” reappearing on cans and bottles after a nearly two-decade hiatus.

The PepsiCo-owned beverage on Wednesday unveiled a new logo and packaging design that ditches the sharp, angular font and short title for images that evoke its rural roots, as well as bringing its namesake title back to cans and bottles. Consumers will see the new look starting next May.

The changes come amid slowing North American demand for PepsiCo drinks and, more specifically, a sharp decline in the volume of Mountain Dew, which fell 7% in the first half of 2024, according to figures provided to CNN by Beverage summarya trade publication.

“Mountain Dew appears poised to ditch the adrenaline rush that has characterized the brand’s marketing for nearly two decades, when the main strategy was to market Dew as an energy drink to the energy drink crowd,” said Duane Stanford, editor and publisher of Beverage Digest. He told CNN.

Tapping into nostalgia, the new logo represents the return of “The Mountain,” which It was dropped in 2009 as part of A.J Bigger rename From PepsiCo’s soft drink range, which also included a revamped look for the now-defunct Sierra Mist.

The spelling of the word “mountain” is “a direct link to the brand’s origins, which are mountains and the outdoors,” said Mauro Porcini, PepsiCo’s senior vice president and chief design officer, who led the redesign. A reference to the date of its founding in 1948, when it was Created as a mixer In the Tennessee Smoky Mountains, it was also added to the logo.

Hardcore Dew fans may recognize the new logo as looking a bit like the logo used in the 1990s, but Borsini told CNN that it has been “refreshed and is expected to feel more three-dimensional” to the words, giving it a more modern look with soft angles.

Other touches include a leaf dotted with the letter “i” and a mountain background in citrus-inspired yellow tones, which Borsini said ties into the drink’s fruity flavor.

“In the previous design, we weren’t very clear in communicating the refreshment signals,” Borsini admitted. “It was more about the energy generated by the sharp corners of the can exploding.”

Mountain Dew has long been marketed as an energy drink because of its sugar and caffeine content, but the new look aims to evoke “a different kind of energy that comes from the outdoors,” Borsini said.

The soda brand recently brought back its famous slogan “Do the Dew” and Foot mountain dudea new character that encourages Generation Z to take their eyes off screens and enjoy the outdoors.

A major change in marketing is essential for Mountain Dew. Stanford said PepsiCo doesn’t have “many options” but to improve its sales because the drink is one of its biggest brands. PepsiCo also owns Rockstar Energy and has a half-billion-dollar investment in Celsius, a trendy energy drink brand, so “the need for Dew to compete as an energy brand is not critical.”

The launch of the refreshing look comes amid a difficult time for soft drink manufacturers. Drinkers are shifting their preferences away from sugary soft drinks and towards sparkling water, soft drinks and “better for you” alternatives.

PepsiCo reduced its volume Revenue forecast for the full year on Tuesday, partly due to a slowdown in beverage unit volume in North America. “The cumulative effects of inflationary pressures and rising borrowing costs over the past few years have continued to impact consumers’ budgets and spending patterns,” PepsiCo CEO Ramon Laguarta said in a statement.

Additionally, smaller competitors like Poppi and Olipop are growing in popularity and distribution, with the latter brand recently launching its own Mountain Dew-like flavor called “Ridge Rush” – which also features… Mountains on their boxes.

Mountain Dew’s new look is all about “the sophistication and care we wanted to bring to this beloved franchise,” said JB Bettencourt, vice president of marketing for Mountain Dew. “This design has been in the works for some time, so this is not a response to anyone.”

The rebranding could also attract drinkers who may have forgotten about Mountain Dew. Bettencourt told CNN that the brand has seen “huge improvements with our passionate fans and, more importantly, with those who haven’t tried us in some time.”