The Re-Dew: Mountain Dew’s Rebrand Grows Up (Sort Of)

Pepsico’s Mountain Dew has been teasing this re-brand since late 2024 but it’s finally rolling out in-stores. (New packaging on right side of image,)

Spotted in the wild at Publix in Florida! The new Mountain Dew packaging is officially rolling out.

I’ve been reading about this rebrand for a while, so it was fun to see it on the shelves. One of the biggest changes I noticed immediately? They’ve brought back the full “MOUNTAIN DEW” name instead of “MTN DEW.” That little change is already tapping into nostalgia, which I'm a total sucker for. It's paired with a softer, outdoorsy vibe. It honestly feels like our rebellious teenager is trying to grow up a little bit! (Just a little bit though... I haven't forgotten the Seal Super Bowl commercial.)

Personally, I think the natural aesthetic is a smart move, especially for younger audiences who are more into brands that feel rooted and intentional. The design dials back the chaotic energy of the old days - which is definitely a risk - but also opens the door for new fans who maybe weren’t into the whole “Code Red chugged by shirtless dudes on dirt bikes” era.

It can be tricky to evolve something iconic, but I think they’re onto something. Curious how they’ll handle the more eccentric lines like VooDew or the deep-cut mascot stuff (Willy the Hillbilly comeback, anyone?).

What do you think... smart refresh, or did they water it down too much?