Mountain Dew Refreshes Its Brand with Nostalgic Logo

Mountain Dew, a beverage brand under PepsiCo, is set to undergo a significant rebranding with a new logo and packaging design slated to appear on shelves next year. The updated look will see the reintroduction of the full word ‘Mountain’ into the branding, marking a departure from its abbreviated form, “Mtn Dew,” which has been used for nearly two decades.

According to Mauro Porcini, senior vice president and chief design officer at PepsiCo, the rebranding aims to evoke the company’s roots by highlighting mountainous and outdoor themes. In an interview with CNN, Porcini mentioned that the logo redesign reflects a direct connection to Mountain Dew’s origins in the Tennessee Smoky Mountains, where it was first created in 1948.

The change comes amid a challenging period for PepsiCo, marked by a downturn in sales volume for Mountain Dew in the North American market. Reports from Beverage Digest indicate a 7% decline in Mountain Dew’s volume in the first half of 2024, prompting the company to rethink its marketing strategy.

“Mountain Dew appears ready to shake off the adrenaline rush that has defined the brand’s marketing for almost two decades,” Duane Stanford, editor and publisher of Beverage Digest, told CNN. This move suggests a shift from marketing Mountain Dew akin to energy drinks to highlighting its historic and rustic roots.

The design overhaul includes a reimagined logo with a citrus leaf dotting the ‘i’ and a mountainous backdrop with citrus-inspired hues, designed to mirror the beverage’s fruity flavor profile. Porcini noted that previous designs emphasized aggressive energy-driven motifs, which will transition towards a more outdoor and refreshing imagery.

PepsiCo has acknowledged the need to rejuvenate its marketing efforts, not only due to shifting consumer preferences but also in response to emerging competitors like Poppi and Olipop, which have been gaining market share with their novel flavors and branding strategies.

Ramon Laguarta, CEO of PepsiCo, cited inflationary pressures and rising borrowing costs as factors influencing consumer spending and precipitating the decline in beverage sales. In light of these trends, PepsiCo has also adjusted its financial projections and explored innovative approaches to rekindle interest in Mountain Dew.

JP Bittencourt, Mountain Dew’s vice president of marketing, stated that the redesign is not merely a reaction to these challenges but an evolutionary step for the brand. “This design has been in the works for some time,” Bittencourt explained, adding that the revamp has generated positive feedback not only from loyal fans but also from potential new consumers who have not engaged with the brand recently.