MTN Dew, once synonymous with high-energy and action sports, had lost its right to win in the space with the rise of the energy market.

Over the years, increasingly alienated consumers
have made them feel that the drink wasn’t for them.

The green beverage had fallen far from its sun drenched beginnings. It’s heritage.

Our team sought to reclaim our place in the outdoors and put the Mountain back in Mountain Dew.

The new visual identity emphasizes taking in real moments, flavor, our beginnings, that you should
get off your ass and live.

Mountain Dew is the after-trail treat you need,
the good time at the local lake.

MOUNTAIN DEW REBRAND

MTN DEW DESIGN:
Sean Huls
Louis De Villiers
Corey Adams
Jeff Bartel
Sam cardelfe
Eva Rodriguez
Sam Wolfson - Motion
Michal Carreon

INNOVATION DESIGN TEAM:
Ange Luke
Molly ketterer
Jiaping Chen

MARKETING TEAM:
Sara Garner (Ostrander)
Sean Roberts
Carly Siegel
Kevin Moeller
Akhila Ramaraju
Kelly Subin
Rachael Feldman
Prithvi Malik
Kyle Lazarus
JP Bittencourt
Mark Kirkham

AGENCY SUPPORT:
Burn & broad
Roger - Motion

REDESIGNING AN 80-YEAR-OLD ICONIC BRAND IS NOT EASY TASK, AND IN 6 MONTHS, WITH NO EXTRA BUDGET, SHOULD’VE MADE THIS IMPOSSIBLE.

3 BILLION MEDIA IMPRESSIONS

With a redesign as big of a change (positioning, design, strategy) we had to let people know the new DEW was here! Media impressions were both earned and paid with outlets like: Fast Company, Mens Health, Ad Age, Bev Net, CBS News and CNN to name a few. Additional data points below:

94% Positive to neutral sentiment

86% Included at least 1 branded asset

50% Included at least 1 brand/executive quote

$500K IN
SAVINGS

Brand strategy, positioning, Brand Book, portfolio architecture, asset creation, brand building, and all other support materials developed in-house.

+3 PURCHASE
INTENT

Brand and packaging testing (Qual + Quant) was very favorable and resulted in quickly honing down into the current strategy and Viz. other metrics that helped guide us:

+6pts Great tasting

+7pts Fun

+9pts Outdoor Activities

+13pts Refreshing