With new look, the 'Mountain' is back in new Mountain Dew logo
Your Mountain Dew can is going to look different soon.
The image experts at parent company PepsiCo are sprucing up the Mountain Dew messaging, emphasizing the outdoors with a makeover coming in summer 2025.
For starters, each can and bottle across the various flavors of Mountain Dew will have a larger "Mountain Dew" logo, with the word "Mountain" spelled out. Instead of the can's current colorful splash of frenetic angles – the look since 2009 – the logo will have a treelined landscape as a backdrop."We’re excited for fans to see the new Mountain Dew, which includes an updated logo that embodies the brand’s origins, a sunny refreshed color palette, and graphic outdoor landscapes unique to the Mountain Dew flavors," said Mauro Porcini, PepsiCo's senior vice president and chief design officer, in a statement.
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New Mountain Dew logo will have 'nostalgic' look
The new logo harkens back to those of decades past, before "Mountain," became abbreviated as "Mtn." Other logo updates include a reference to 1948 when the brand was established and a citrus leaf to dot the "i" in "Mountain."
PepsiCo's Design & Innovation team wanted to create a "more approachable" visual identity for Mountain Dew and the resulting "nostalgic" look "tested positively and drove positive purchase intent across Dew loyalists, Gen Z, and millennial consumers," said Umi Patel, vice president of consumer insights and analytics at PepsiCo Beverages North America, in a statement.
The logo makeover comes a few months after Mountain Dew introduced "the Mountain Dude," a TV commercial character who encouraged Dew drinkers to "get off your (donkey)" and get into the outdoors and the mountains.
“Born in the mountains, the distinctive citrus flavor of Mountain Dew propelled the brand to become a global cultural phenomenon, giving us a rich history to lean into as we reimagine the next 75 years of the brand," said JP Bittencourt, Mountain Dew's vice president of marketing, in a statement.
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