The Dew Is Looking For A New ‘Do

“zero proof moonshine”
According to Brandweek, extreme is so not.

Mountain Dew is undergoing an extreme makeover, scrapping its 13-year-old “Do the Dew” theme and dumping its “extreme” positioning, which many now consider tired.
Frank Cooper, vp-marketing put in charge of the PepsiCo brand less than a year ago, is leading the charge, challenging the company’s agencies and consultants to come up with a new plan, per sources.
The move is particularly risky since Dew was the only major PepsiCo soda label to gain market share last year.
Mountain Dew’s marketing, dating to the 1940s, has been so successful it’s been the subject of a Harvard case study and at least two books.
BBDO, New York, has been Mountain Dew’s lead agency since 1973.

I’m not sure which agency sold “It’ll tickle your innards!” (as depicted in the sign above) but I am sure it’s a classic tagline.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.