The Mountain Dew rebrand brings back the mountain

mountain dew (PEP) is “reclaiming the mountain” with a rebrand that nods to the past.

The PepsiCo-owned soda has stopped having the word “mountain” on its cans since 2009, instead referring to the drink as “MTN Dew”. Now, to create a visual identity “synonymous with adventure”, the company puts the word “mountain” on the box again, alongside an illustration of peaks.

“Mountain Dew reclaims its heritage with a timeless look designed to elevate both the physical and digital spaces the brand ventures into,” PepsiCo senior vice president and chief design officer Mauro Porcini said in a statement.

The soda brand said it conducted “extensive” research to see what fans wanted on the can.

“The ‘nostalgic’ look of the new visual identity combined with the fresh air feel of the outdoors against the mountain backdrop tested positive and led to positive purchase intent among DEW loyalists, Gen Z and millennial consumers,” said PepsiCo Vice President for consumers. insights and analysis Umi Patel.

Patel added that the new design is meant to “present the entire flavor portfolio, each with a unique citrus blend, in a way that resonates with consumers, especially Gen Z, who are looking for new flavor options.”

The new look won’t hit shelves until May 2025.