By Clark 
In a move that’s sure to have soda lovers feeling a nostalgic buzz, Mountain Dew is officially rolling out a retro rebrand by bringing back its full original name: “Mountain Dew”—a throwback to its roots in the 1940s. As of October 2024, the brand has decided to ditch the abbreviated “MTN DEW” logo in favor of its classic, full-length name, reflecting its rich history and old-school heritage.
For decades, Mountain Dew has been known for its bold flavors and high-octane marketing, but this latest move is about embracing its past while still appealing to its die-hard fans. The retro branding is all part of a larger push to reconnect with the brand’s original identity, tapping into its Appalachian origins and celebrating the drink’s long-standing legacy as a fan-favorite soft drink.
The Return of “Mountain Dew”: Why Now?
Mountain Dew first hit the market in the 1940s as a citrus-flavored soda originally created as a whiskey mixer. The name itself came from an old nickname for homemade moonshine—“Mountain Dew” being a nod to the beverage’s early Appalachian roots.
Over time, it evolved from a regional favorite to a nationwide sensation, and in the 2000s, the company opted to modernize its logo, shortening the name to the now-familiar “MTN DEW.”
So, why bring back the full name now? According to PepsiCo, Mountain Dew’s parent company, the decision was driven by consumer demand and the growing popularity of retro products and branding. In a world where everything seems to be getting sleeker and more abbreviated, there’s a certain charm in going back to basics.
In a statement, PepsiCo’s Chief Marketing Officer, Greg Lyons, said, “We’re seeing a huge trend toward nostalgia across all categories, and Mountain Dew is no exception. Our fans love the history and authenticity of the brand, and this retro rebrand is our way of paying homage to Mountain Dew’s rich heritage while keeping it fresh for new generations.”
What’s New (Or Old) About the Rebrand?
As of October 1, 2024, Mountain Dew cans, bottles, and packaging are sporting the full “Mountain Dew” logo, styled in a vintage design reminiscent of its earliest iterations. The rebrand features bold green and red hues that call back to the classic Mountain Dew look, with subtle updates for a more modern twist.
The new (yet old) packaging will be rolled out across all Mountain Dew products, from the original citrus flavor to their various other offerings, including Mountain Dew Code Red and Mountain Dew Baja Blast.
Fans of the brand will also notice the return of the original hillbilly mascot on limited-edition cans and bottles. This character, often referred to as “Willy the Hillbilly,” was a fixture on early Mountain Dew bottles, symbolizing the brand’s Appalachian origins and moonshine-inspired roots. He’s back for a limited time to celebrate the retro rebranding, complete with his iconic jug and playful tagline: “It’ll tickle yore innards!”
Nostalgia Meets Modern Marketing
The retro rebranding effort extends beyond just packaging. To really tap into that sense of nostalgia, Mountain Dew is launching a series of marketing campaigns that dive into the brand’s rich history. Expect to see throwback-style TV commercials, digital content featuring vintage Mountain Dew ads, and limited-edition merchandise like retro T-shirts, hats, and even neon signs, all celebrating the full return of the name.
Social media is also playing a big role, with fans encouraged to share their Mountain Dew memories using the hashtag #MountainDewThrowback. From old-school memorabilia to favorite Mountain Dew moments, the campaign is designed to bring long-time fans and newer drinkers together over a shared love for the iconic soda.
Limited-Time Throwback Flavors and Merchandise
To celebrate the return of “Mountain Dew” in style, the brand is also launching a limited-edition flavor lineup that takes inspiration from past favorites. One of the highlights is the re-release of Mountain Dew Pitch Black, a grape-flavored fan-favorite that hasn’t been widely available in years. Additionally, fans can look forward to the return of Mountain Dew Game Fuel, a citrus-cherry flavor that was once a gamer’s go-to drink.
In tandem with the retro flavors, Mountain Dew is rolling out exclusive retro-inspired merchandise. Limited-edition collectibles include everything from old-school glass bottles to neon signs and vintage-styled clothing. These items will be available for purchase through the brand’s website and select retailers starting in mid-October.
Why Nostalgia Sells: A Look at Retro Revivals
Mountain Dew’s decision to bring back its full name and vintage branding isn’t happening in a vacuum. Across industries, brands have been leaning into retro rebrands to capitalize on the emotional pull of nostalgia. From throwback versions of cereal boxes to retro-themed fast food menus, companies are finding success in tapping into consumers’ fond memories of simpler times.
Nostalgia marketing works because it creates an emotional connection with customers. In a world that’s always looking forward—toward the latest tech or the newest trends—sometimes the past feels more comforting. Especially for brands with long histories like Mountain Dew, going back to their roots can foster a deeper sense of loyalty and identity among consumers.
Greg Lyons explains, “Mountain Dew has always been about pushing boundaries and innovation, but we never want to lose sight of where we came from. The return of the full name and retro branding allows us to honor our past while looking forward to the future.”
The Future of Mountain Dew: What’s Next?
Although the retro rebrand is exciting, PepsiCo has made it clear that Mountain Dew isn’t getting stuck in the past. While the full name is back, the brand plans to continue innovating with new flavors, partnerships, and marketing campaigns that keep Mountain Dew at the forefront of the soda game.
Fans can expect new limited-edition releases throughout 2024 and beyond, alongside collaborations with popular figures in sports, music, and gaming. However, the return to its full name represents a strategic effort to ensure that the brand’s history remains front and center in its evolving story.
Final Thoughts: The Dew is Back!
With October 2024 marking the return of Mountain Dew’s full name, the brand is combining the best of both worlds—giving longtime fans a taste of nostalgia while keeping things fresh for today’s audience. Whether you’re a devoted Dew drinker from way back or a newer fan, this retro rebrand is sure to tickle your taste buds and take you on a trip down memory lane.
So, next time you grab a bottle or can, take a moment to appreciate that familiar green and red label with the full “Mountain Dew” name proudly displayed. After all, it’s not just a soda—it’s a piece of history.