New York CNN —“Mtn Dew” is getting a makeover, with the word “mountain” reappearing on cans and bottles following a roughly two-decade-long hiatus. “Mountain Dew appears ready to shake off the adrenaline rush that has defined the brand’s marketing for almost two decades, when a key strategy was to market Dew like an energy drink to an energy drink crowd,” Duane Stanford, editor and publisher of Beverage Digest, told CNN. A major change in marketing is essential for Mountain Dew. The new look for Mountain Dew is more about an “evolution and nurturing that we wanted to give to this beloved franchise,” said JP Bittencourt, vice president of marketing at Mountain Dew. “This design has been in the works for some time, so this is not a response to anybody.”A rebrand could also attract drinkers that have perhaps forgotten about Mountain Dew.

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Persons: ” Duane Stanford, Spelling, ”, Mauro Porcini, Porcini, ” Porcini, Stanford, Ramon Laguarta, ” —, Bittencourt Organizations: New, New York CNN —, Mtn, PepsiCo, CNN, Beverage Digest, Mist, Dew, Rockstar Energy Locations: New York, North America, Tennessee Smoky