---
title: "Case Study: Mountain Dew"
description: Discover how Mountain Dew evolved its brand identity, shifting from an extreme, high-adrenaline image to an outdoorsy, fruit-forward vibe.
---

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# [Case Study: Mountain Dew](https://www.behaviorally.com/blog/case-study-mountain-dew)

 Written by [behaviorally](https://www.behaviorally.com/blog/author/behaviorally) | Oct 15, 2025 1:45:00 PM

Case Study

# Mountain Dew

| Business Critical Issue [Mountain Dew](https://www.mountaindew.com/) sought to evolve its brand identity by shifting away from its extreme, high-adrenaline image. The goal was to embrace a more outdoorsy, fun, and fruit-forward positioning that resonated with a broader audience. | PackFlash® Validation Our multi-modal approach using online [PackFlash®](https://www.behaviorally.com/products) with qualitative IDIs in our [ShopperLab](https://www.behaviorally.com/contact-us), shoppers responded positively to the new logo's balance between energy and nature. Both brand users and non-users appreciated the refreshing, natural cues, while still recognizing the familiar, adventurous spirit. | Growth Outcomes The new Mountain Dew logo launched in the summer of ‘25, embodying this refined vision of outdoor fun and togetherness. It positions the brand as both high-energy and approachable, ensuring continued relevance with consumers seeking fresh experiences. |
| --- | --- | --- |

| *“PackFlash gave us the data we needed to make confident decisions and PackPath complemented it by adding the qualitative insight to guide the design process.”*  - Kevin Moeller, Head of Sparkling Brands, PepsiCo |  |
| --- | --- |

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