Business Critical Issue

Mountain Dew 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® with qualitative IDIs in our ShopperLab, 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