Mountain Dew’s Nostalgic Makeover: Reclaiming the ‘Mountain’ in 2025
Mountain Dew is making waves with an exciting new rebrand, set to roll out in 2025, bringing back a key element missing from its packaging for years—the word “Mountain.” After more than two decades of being marketed as “Mtn Dew,” PepsiCo is reintroducing a refreshed logo that taps into the drink’s rustic roots and nostalgic appeal. The rebrand isn’t just about changing the look; it’s about reconnecting with the brand’s history and creating a visual identity that reflects adventure, outdoor experiences, and the natural world, all while maintaining the vibrant, high-energy feel that loyal Dew fans have come to love.
The updated logo marks a significant shift from the sharp, angular designs of recent years. It brings back the full "Mountain" name in a style that recalls the brand’s original logos, with softened angles and more natural elements like a treelined mountain backdrop and citrus-inspired hues. PepsiCo is looking to evoke the refreshing feeling of enjoying a can of Mountain Dew outdoors, surrounded by nature. By reintroducing “Mountain” in the logo, PepsiCo aims to emphasize the beverage’s origins—dating back to the Tennessee Smoky Mountains in 1948—and its close connection to outdoor adventure and vitality.
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This redesign comes at a crucial time for the brand, as soda sales have been on the decline across the board. Mountain Dew saw a significant drop in volume by 7% in early 2024, which prompted the company to rethink its strategy. Rather than doubling down on its past energy-drink-style marketing, Mountain Dew is pivoting towards an image that speaks to a “different kind of energy”—one that’s more about the outdoors and an active lifestyle than the high-octane, adrenaline-fueled campaigns of the past.
Alongside the new logo, Mountain Dew has revived its iconic “Do the Dew” tagline and introduced a new character, the “Mountain Dude,” aimed at inspiring younger generations, especially Gen Z, to explore the great outdoors. This rebrand is more than a visual refresh; it’s part of a broader attempt to capture the attention of a new, health-conscious market while remaining true to its loyal fanbase.
For PepsiCo, this move is a chance to breathe new life into one of its biggest brands. While the energy drink market continues to grow—with PepsiCo also investing in brands like Rockstar Energy and Celsius—Mountain Dew’s shift in branding positions it as a refreshing, outdoor-oriented soda rather than competing directly in the energy drink space. By focusing on nostalgia and outdoor adventure, Mountain Dew aims to draw back consumers who might have drifted towards other, healthier alternatives while reminding long-time fans why they loved the brand in the first place.
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