The new DEW

When you walk into a local convenience store wanting a soda, do you ever stop to think about the bottle? The shape, what it is made out of, does it speak for the brand? Chances are you don’t. However–maybe when this is released, you may…

Here is the current Mountain Dew packaging: (right)

The bottle is that of similar shapes to other Pepsi Products. Its label stretches to cover the majority of the bottle, with its distinctive green. Does it speak for Mountain Dew?

How about now? Its new ownable package. (below)

According to Pepsi Co. and their collaboration with 4sight inc., they goal was to energize the Mountain Dew brand. Together, the crafted a new PET bottle that will stand out from others in the same refrigerator. The new bottle design includes a much more distinctive silhouette. Its profile alone creates a certain strength and energy which will hopefully grab the attention of consumers.

Stuart Leslie, president of 4sight, says: “The previous bottle design for Mountain Dew didn’t convey the beverage’s essence, but the new structure makes a strong statement about what the brand embodies—a robust spirit of fun, exuberance, and refreshment.” (Package Design Magazine)

Unlike other brands out there, this bottle features an “MD” logo embedded on the bottle, it too features a newly styled grip which looks as though it is on the inside, but it actually on the outside of the bottle. It you notice, the label is significantly smaller than the previous design. This is due to the fact that the emphasis will not shift onto the new and improved bottle to tell the Mountain Dew brand story.

The best part is that production and retail operations will not have to change either–the new bottle fits both the current bottling system as well as its distribution channels.

What do you think New or Old?