![]() ![]() Textural elements add excitement to the bottle, with the grips conjuring up the laces of a football, and the texture between the laces taken from the texture of a basketball. ![]() Solidifying the structure as purely Mountain Dew, an “MD” logo is embedded in the lower half of the bottle, surrounded by a newly styled grip area. Its distinctive silhouette provides the package with a solid shelf presence, while its profile is “distinguished by a degree of strength and energy to capture the attention of consumers,” says 4sight.Ī label less than half the size of the brand’s previous label decorates the upper portion of the package, allowing the bottle’s shape to be the point of differentiation for the brand. The new Mountain Dew bottle, which at presstime has been test-marketed with great success in Indiana and the Carolina’s region, exudes elements of activity, adventure, and fun. “We had to design something that could use the same light weight preforms, but do it in a way that we could create for the consumer a whole different experience with the brand and the bottle,” explains Leslie.ĭesigning within these constraints entailed a lot of finite element analysis (FEA), the creation of many structural designs, and numerous tests with unit cavity tools, bottle blow molding, and finished bottles, Leslie relates. Green Label was featured on the YouTube channel m圜ountyMarket along with several other pre-release flavors of Mountain Dew from 2016 to 2019.“When we came up with questions, such as ‘What would happen if you made the bottle taller? What would have to be replaced?,’ we blew out the technical parameters, and all of a sudden, there were some real creative opportunities.”Īnother challenge of the design process was meeting PepsiCo’s sustainability expectations for a lightweight bottle, while creating brand equity through unique shapes and curves in the structure.The first was Diet Crave, the second Electric Apple, the fourth being Thrashed Apple, and the fifth being partly Apple Cinnamon. This flavor is the third apple flavor of Mountain Dew.In Early-to-Mid 2018, Green Label was fully discontinued while White Label was discontinued in Late 2018 and Black Label in Late 2020. Due to high demand and positive response, both was officially released in March 2017 nationwide as permanent flavors. The thirst for the darker and more mysterious side of DEW was clear as word quickly spread across social media networks and product flew off campus shelves. In January 2017, Green Label alongside White Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the unique new beverage. Its tagline was " DEW with Green Apple Kiwi Flavor with Other Natural Flavors." History ![]() The series was available in 16-ounce cans with a matte finish (similar to the later Mountain Dew Energy flavors), and Green Label was also available alongside two other flavors: Black Label and White Label. The Label Series was defined as a "Deeper, Darker, Dew" flavor, Made with Real Sugar, Crafted with Flavor and herbal bitters. Mountain Dew Green Label was a Green Apple Kiwi flavor of Mountain Dew and had a green look, described as a "Curiously Daring Dew." ![]()
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