Key takeaways:

• 69% of people prefer the new Mountain Dew logo.
• Consumers say the new logo evokes nature and adventure.
• Fewer associate the new logo with excitement and energy.

Objective: Mountain Dew’s rebrand looks to revive the struggling soft drink’s fortunes by going back to its roots as the mountain image, and the word ‘mountain’ itself, reappear in a new logo. We sought to discover consumer perceptions of the new logo and answer the question: is it all uphill from here?

Question one:  Which Mountain Dew logo do you prefer?


Current Mountain Dew Logo       New Mountain Dew Logo

Question two: What does the old Mountain Dew logo evoke for you?

• Health and wellbeing
• Adventure
• Nature
• Nostalgia
• Energy and excitement

Question three: What does the new Mountain Dew logo evoke for you?

• Health and wellbeing
• Adventure
• Nature
• Nostalgia
• Energy and excitement

Audience: A representative panel of American consumers aged 18 – 64.

Overall Results

• 69% of people prefer the new Mountain Dew logo.
• New logo evokes nature and adventure, and effectively steps away from ‘energy drink’ positioning.

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

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Gender Breakdown

Men

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

Women

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

Age Breakdown

18 – 34

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

35 – 54

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

55 – 64

Question one:  Which Mountain Dew logo do you prefer?

Question two: What does the old Mountain Dew logo evoke for you?

Question three: What does the new Mountain Dew logo evoke for you?

Conclusion

A majority of consumers look favourably on Mountain Dew’s new logo, which effectively moves away from an energy drink brand position: 45% thought the old logo evoked energy and excitement, changing to 19% for the new logo. Nature (38%) and adventure (30%) are the predominant characteristics of the new logo for consumers.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

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About The Author

Thom Davies

Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.

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