![]() “They love holding it, and they love drinking from it.” “The bottle also feels great in people’s hands,” says Leslie. “All of the textural elements are taken from things that already cue active, on-the-go, living life to the fullest, and just being active,” says Leslie.Ī broader, more substantial base was also used to help consumers more confidently clutch the bottle, along with help from the grips. Textural elements add excitement to the bottle, with the grips conjuring up the laces of a football, and the texture between the laces taken from the texture of a basketball. Solidifying the structure as purely Mountain Dew, an “MD” logo is embedded in the lower half of the bottle, surrounded by a newly styled grip area. Its distinctive silhouette provides the package with a solid shelf presence, while its profile is “distinguished by a degree of strength and energy to capture the attention of consumers,” says 4sight.Ī label less than half the size of the brand’s previous label decorates the upper portion of the package, allowing the bottle’s shape to be the point of differentiation for the brand. The new Mountain Dew bottle, which at presstime has been test-marketed with great success in Indiana and the Carolina’s region, exudes elements of activity, adventure, and fun. “We had to design something that could use the same light weight preforms, but do it in a way that we could create for the consumer a whole different experience with the brand and the bottle,” explains Leslie.ĭesigning within these constraints entailed a lot of finite element analysis (FEA), the creation of many structural designs, and numerous tests with unit cavity tools, bottle blow molding, and finished bottles, Leslie relates. ġ992 Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been there, done that, tried that."ġ993 "Do the Dew" tag line is introduced.Ģ001 Code Red and AMP Energy Drink are released.Ģ003 Dew Livewire - Mountain Dews Orange ignited pop with caffeine.īaja Blast, a lime-flavored Dew available only at Taco BellĢ004 Pitch Black - A limited time grape product for Halloween 2004Ģ005 Pitch Black II - The "sequel" and limited edition sour grape product.“When we came up with questions, such as ‘What would happen if you made the bottle taller? What would have to be replaced?,’ we blew out the technical parameters, and all of a sudden, there were some real creative opportunities.”Īnother challenge of the design process was meeting PepsiCo’s sustainability expectations for a lightweight bottle, while creating brand equity through unique shapes and curves in the structure. Pepsi broadens Mountain Dew popularity with the introduction of Diet Mountain Dew. Mountain Dew is now the sixth-largest brand in the industry, supporting double-digit growth annually for the past eight years. ![]() "Dew It Country Cool" becomes the new slogan for Mountain Dew. Television ads introduce the new theme line, "Hello, Sunshine, Hello, Mountain Dew. The third Mountain Dew slogan, "Put A Little Ya-Hoo in Your Life," debuts. It'll tickle your innards."ġ966 Mountain Dew gains popularity with new tag line ![]() ![]() Interestingly, when the bottles arrived they were put in a warehouse and not used till 1955.ġ964 Pepsi acquires a regional brand called Mountain Dewġ965 Mountain Dew launches its first campaign, "Ya-Hoo Mountain Dew. The bottle was green glass with white paint (no red) showing a hillbilly shooting at a revenuer running from an outhouse. The flavor was still the 7-up type flavor originated by them in the 1940's.ġ951 Ally ordered the first ACL Mountain Dew bottle. They jokingly called the drink "Mountain Dew" after Tennessee Mountain Moonshine.ġ948 The Hartman Brothe rs filed for and received a trademark on the now famous label - a professional redraw of the 1946 paper label. ![]() 1940's Two brothers, Ally and Barney Hartman, were bottling a lithiated-lemon ("7-up" flavor) drink as a personal mixer for hard-liquor. ![]()
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