Mountain Dew is re-tooling it's brand image. They're dumping the 13-year-old "Do the Dew" theme and moving from their "extreme" positioning. Which is good, since "extreme" ended the day they made it successful.
Mountain Dew was the only Pepsico soda brand to gain marktshare last year. Most other sodas have suffered the fate of the anti-soda movement - as people now enjoy getting their sugar from waters, teas and coffees.
According to BrandWeek, VP-Marketing Frank Cooper says that the infamous "Do the Dew," theme goes too. Cooper says "If you change the whole approach, you have to change that. Although we might wink at it."
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