Mountain Dew, the PepsiCo-owned beverage, is set to introduce a new logo and packaging design on Wednesday, moving away from its sharply angular font and abbreviated title. The updated design will reflect the brand’s citrus roots while emphasising its ties to outdoor adventure and rustic origins, with the full name reintroduced on cans and bottles.
Consumers can expect to see the new look beginning in May 2025. These changes come in response to slowing demand for PepsiCo’s beverages in North America, particularly a 7% decline in Mountain Dew’s volume during the first half of 2024, according to figures from Beverage Digest, a trade publication.
For Kiwi business leaders, this rebrand offers valuable insights into how staying relevant and using effective marketing strategies can help maintain a competitive edge. Managers or marketers will learn from this recent update, you’ll get takeaways that you can implement in your local marketing efforts.
Reconnecting with Roots: The Power of Rebranding
Mountain Dew’s decision to overhaul its image is driven by a need to engage with younger consumers and reverse recent declines in sales, which dropped by 7% over the past few months. The company is blending nostalgia with a modern touch by reintroducing the full “Mountain Dew” name, reminding consumers of its long-standing connection to nature and outdoor activities.
The shift is a reminder for New Zealand businesses about the importance of balancing tradition with modernity. Local brands like Whittaker’s Chocolate have successfully updated their branding to stay current while maintaining a strong link to their heritage, proving that adapting to changing markets can ensure long-term success.
Mountain Dew’s branding, rooted in nature and outdoor activities, resonates strongly with Kiwi consumers who share a similar heritage and appreciation for the great outdoors and has a strong advocacy for sustainability.
A survey by Cohn & Wolfe found that brands that successfully use nostalgia marketing are seen as more trustworthy. In fact, 70% of consumers reported feeling more connected to brands that share genuine stories from the past. This emotional connection can result in greater brand loyalty.
Packaging as a Marketing Tool
Mountain Dew’s updated packaging is designed to visually represent the brand’s adventurous spirit, using vibrant colours and outdoor-themed designs to connect with consumers. Packaging plays an important role in shaping consumer perceptions, making it a critical element in a brand’s marketing strategy.
Kiwi brands like Good Buzz Kombucha have adopted similar strategies, using packaging that not only looks appealing but also responds to the growing demand for environmentally friendly materials. This trend provides an opportunity for Kiwi businesses to stand out by offering innovative and sustainable packaging solutions that resonate with modern consumers.
The Rule of 7: Consistent Messaging Matters
Mountain Dew’s rebrand ties into a core marketing principle known as the Rule of 7, which suggests that consumers need to encounter a message multiple times before taking action.
By ensuring its new look and message are consistently communicated across both digital and traditional media, Mountain Dew is reinforcing its presence in the minds of consumers.
For Kiwi marketers, this concept matters since maintaining consistent branding across all channels, whether through social media or traditional advertising, is essential for building lasting brand recognition in the local market.
A B2B Marketing survey highlights that B2B purchases, which frequently involve multiple decision-makers, typically require an average of seven interactions with a brand before a purchase is made. Complementing this, research from Kruse Control Inc. indicates that brands that maintain visibility through consistent messaging are more likely to be remembered by consumers amidst the noise of competing advertisements.
This data shows the importance of repeated engagement in building brand recognition and facilitating purchasing decisions.
Storytelling in Marketing
Mountain Dew is tapping into the power of storytelling or storyselling for marketing. By focusing on its outdoor and citrus heritage, the brand is appealing to consumers who value authenticity and connection.
However, this strategy, often referred to as story-driven marketing, is an increasingly important tool for engaging customers that resonates with consumers beyond visual changes.
For Kiwi businesses, storytelling presents a powerful way to differentiate from competitors. Brands like Icebreaker have used their sustainability story to build strong connections with consumers. By creating narratives that reflect a company’s values and mission, businesses in New Zealand can deepen their relationships with their audience and enhance customer loyalty.
According to a study by Harvard Business Review, 95% of purchasing decisions are made subconsciously, highlighting the significant impact of emotional connections on consumer behaviour.
Similarly, a survey by Headstream found that 55% of consumers are more inclined to buy from brands with which they have an emotional connection. Storytelling is essential in building these connections, as it helps make brands more relatable and human.
Balancing Traditional and Digital Marketing
Mountain Dew’s rebrand highlights the ongoing relevance of traditional advertising methods. While digital marketing dominates today’s strategies, the brand’s revamp demonstrates the value of combining digital campaigns with traditional marketing techniques. This approach helps broaden reach and engage a wider audience of brands.
Finding the right balance between traditional and digital marketing is essential for Kiwi businesses. Many brands are rediscovering the benefits of traditional media. A combination of these approaches can create a more robust and effective marketing strategy that resonates with different consumer groups.
A study in the Journal of Advertising Research shows that consumers exposed to both traditional and digital marketing are 70% more likely to remember a brand compared to those who only see one type of marketing.
There’s a report from TechFunnel emphasising businesses that combine traditional and digital marketing can access a broader audience, as traditional methods like print and radio still resonate with demographics that are less active online. This multi-channel strategy not only expands reach but also enhances engagement beyond local areas, improving overall brand visibility.
Conclusion
Mountain Dew’s rebranding provides clear lessons for Kiwi business leaders: staying relevant requires a blend of innovation and tradition, and effective packaging and storytelling can set a brand apart in a competitive market.
Consistent messaging across platforms, alongside a balanced approach to traditional and digital marketing, is key to building lasting brand recognition.
Kiwi businesses should assess their own marketing strategies, ensuring they remain adaptable, authentic, and connected to their consumers. By embracing these insights, Kiwi companies can strengthen their market position and drive long-term success.