Out with the old and in with the new older
The return of the iconic mountains to the logo on both the can and bottle is likely to have a positive impact on Mountain Dew's brand image and consumer perception. By emphasizing its heritage and incorporating nature-inspired elements like the mountains into its logo, Mountain Dew is aligning itself with current trends towards authenticity and sustainability. This move is likely to resonate with consumers who value brands that have a strong sense of identity and connection to their roots.
https://www.marketingdive.com/news/mountain-dew-new-logo-visual-refresh/728669/
According to Chris Kelly a senior editor at Marketing drive, "The decision to return to the mountains with a revamped visual identity is a bold move for Mountain Dew that is likely to have a significant impact on the brand's image and consumer perception. By drawing on its heritage and history while also embracing a fresh new look, Mountain Dew is positioning itself for success in an increasingly competitive market." Kelly later sums up this paragraph by saying "Only time will tell how consumers will respond to the new old logo and throwback branding, but one thing is certain – Mountain Dew is once again making an splash in the soft drink industry."
It is my opinion that Kelly's view on this is right on the mark saying that it is a toss up if the Gen Z class of consumers will even recognize that it even is a throwback. I mean most of the consumers in the 20 and younger where still in grade school when Mountain Dew nixed the full spelling of its name to follow the trend of abbreviation to "MTN Dew". This was also the time frame that the brand decided that "Dew The Dew" was Dated and went in yet another direction with it marketing campaign.
Another key figure in the history of Mountain Dew is Dick Richmond, a designer who worked on several iterations of the brand's logo and packaging. Richmond's creative contributions helped to establish the visual identity of Mountain Dew and shape the brand's value proposition as being a bold, energetic, refreshing, and adventurous choice for consumers. The drink fresh citrus taste paired with its iconic marketing through sponsorship of athletes in extreme sports. i know that when i was growing up i rode bmx, and skateboarded. I also remember watching "The Dew Tour", while sitting at home drinking Mountain Dew Code Red.
To me it just looks like a way to jumpstart a new version of the same old thing using throwbacks in the rebranding of Mountain Dew. I know that the saying "if it aint broke dont fix it" come to mind, but on the other hand. There is potential that consumers may be resistant to the visual change, and prefer the familiar "Mtn Dew" logo that has been in use for over a decade. Additionally, the classic, three-dimensional font used in the new logo may not appeal to all demographics, potentially limiting the brand's reach among consumers in the previous decade.
"Mountain Dew is one of the most popular soft drinks in the United States and the #1 selling single serve in its category" Taken from a Google AI generated statistic.
If it where me i would decline getting on board with a throwback pitch. mainly because i think it is like recycling, and while recycling is good for the planet.I belive it to be tragic to not take the opportunity to explore new fresh ideas. Like presenting a consumer designing contest. To let the loyal Dew consumers out there put their own fresh twist on the new logo for the Dew. Maybe offering some lucky winner free dew for life. Sure it would probably be horrible from the point of view of a dental professional, but it would be a guarantee of never before seen imagineative designs.
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