Mountain Dew is changing its name because Gen Z loves nostalgia

They are widowing him again.

Mountain Dew unveiled their “new visual identity” on Tuesday — including ditching the “MTN” acronym it took on in 2009 and returning “Mountain” to the brand name entirely.

With the name change comes a logo makeover that’s new but old and will be used on packaging, hardware, advertising and more, which customers will start seeing in stores early next summer.

“Mountain Dew is reclaiming the mountain with a new logo and visual identity that is synonymous with adventure, celebrating the extraordinary and embracing the ‘DO THE DEW’ spirit,” JP Bittencourt, vice president of marketing at Mountain Dew, said in a statement. .

The reinvention, created by PepsiCo’s design and innovation team, will allow fans to connect with the brand’s long history, adding that nostalgia factor that everyone can’t get enough of.

Over the past 76 years, Mountain Dew has undergone six logo changes, and the newest one most closely resembles past Mountain Dew logos. The year of establishment – 1948 – will be printed at the points of the “W” and “i” in the full word “Mountain” will be located with an icon of citrus leaves.

“Born in the mountains, Mountain Dew’s distinctive citrus flavor propelled the brand to become a global cultural phenomenon, giving us a rich history to draw on as we reimagine the brand’s next 75 years,” said Bittencourt.

The green-yellow color palette along with the designs of a mountain backdrop acts as a “celebration of the greatness of nature”.

After doing extensive research with Mountain Dew fans, the company hopes to make itself “more approachable,” said Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North America, noting that the nostalgic look of their redesign it tested well with Gen Z. and millennials as well as “DEW loyalists.”

“With this new visual identity, Mountain Dew is reclaiming its heritage with a timeless look designed to elevate both the physical and digital spaces in which the brand ventures,” said Mauro Porcini, senior vice president and chief design officer. at PepsiCo.

“We’re excited for fans to see the new Mountain Dew, which includes an updated logo that embodies the brand’s origins, a sun-kissed color palette and outdoor graphic landscapes unique to Mountain Dew flavors.”