Editing Mountain Dew (section)

==Packaging==
[[File:Mountain Dew sign Tonto Arizona.jpg|thumb|right|A 1950s Mountain Dew advertisement sign in Tonto, Arizona, showing the cartoon character "Willie the Hillbilly"]]
"Mountain Dew" was originally [[Southern culture|Southern]] and/or [[Scotch-Irish Americans|Scots-Irish]] slang for [[moonshine]] (i.e., homemade whiskey or [[poitín]]), as referenced in the Irish folk song "[[The Rare Old Mountain Dew]]", dating from 1882. Using it as the name for the soda was originally suggested by Carl E. Retzke at an [[Owens-Illinois Inc]]. meeting in [[Toledo, Ohio]],<ref>{{cite news |url=https://news.google.com/newspapers?nid=1350&dat=19991113&id=zg0wAAAAIBAJ&pg=2100,4161879 |title=He named the Dew |newspaper=Toledo Blade |date=13 November 1999 |access-date=2013-11-07 |archive-url=https://web.archive.org/web/20151222134430/https://news.google.com/newspapers?nid=1350&dat=19991113&id=zg0wAAAAIBAJ&sjid=3wMEAAAAIBAJ&pg=2100,4161879 |archive-date=22 December 2015 |url-status=live }}</ref> and was first trademarked by Ally and Barney Hartman in the 1940s. Early bottles and signage carried the reference forward by showing a [[cartoon]]-stylized [[hillbilly]]. The first sketches of the original Mountain Dew bottle labels were devised in 1948 by John Brichetto, and the representation on product packaging has changed at multiple points in the history of the beverage.<ref name="dewhistbook">{{cite book|last=Bridgforth|first=Dick|title=Mountain Dew: The History|url=https://books.google.com/books?id=78HnGAAACAAJ&q=mountain+dew+book|edition=4|year=2007|publisher=BookSurge Publishing|isbn=978-1-4196-6087-0}}</ref>

===Logo===
[[File:Oldmtdewbottle.jpg|thumb|right|100px|Two sides of an early Mountain Dew bottle using the "Hillbilly" design. These returnable bottles could be found in stores and vending machines until the late 1980s.]]
[[File:MountainDew-70s.svg|thumb|The Mountain Dew logo used from 1969 to 1996 was also used on Mountain Dew [[Throwback (drink)|Throwback]] when it was introduced in 2009 and was later used on special glass bottles of the drink.]]
[[File:Mountain Dew logo.jpg|thumb|The fourth Mountain Dew logo, used from 1999 to 2005]]

PepsiCo (then The Pepsi-Cola Company) acquired the Mountain Dew brand in 1964, and shortly thereafter in 1969 the logo was modified as the company sought to shift its focus to a "younger, outdoorsy" generation. This direction continued as the logo remained the same through the 1970s, 1980s. In 1996, PepsiCo began using a strategy it was already using with its flagship cola Pepsi, changing Mountain Dew's logo every few years. New logos were introduced in 1996, 1998, and 2005.<ref name="dewhistbook" /> In October 2008, the Mountain Dew logo was redesigned to ''"Mtn Dew"'' within the U.S. market, as a result of PepsiCo announcing that it would rebrand its core carbonated soft-drink products by early 2009.<ref name="logo2011">{{cite news|url=http://money.ca.msn.com/investing/gallery.aspx?cp-documentid=27219769&page=2|title=The Best and Worst Logo Redesigns|date=16 January 2011|work=MSN Money|page=2|archive-url=https://web.archive.org/web/20110120112453/http://money.ca.msn.com/investing/gallery.aspx?cp-documentid=27219769&page=2|archive-date=20 January 2011|url-status=dead}}</ref><ref>{{cite web |url=http://www.bevnet.com/news/2008/10-13-2008-pepsi_redesign.asp |title=Pepsi to redesign core products icon |publisher=BevNET.com |date=13 October 2008|archive-url=https://web.archive.org/web/20081015010923/http://www.bevnet.com/news/2008/10-13-2008-pepsi_redesign.asp |archive-date=15 October 2008 |url-status=live }}</ref> Returning flavors were given redesigned packaging and logos when re-released.

In October 2024, PepsiCo announced a major rebrand. The new branding, inspired by the logo introduced in 1996, reverts the naming to the full "Mountain" spelling; the key art features mountain scenery in the background.<ref>{{Cite web |author1=Daniel John |date=2024-10-13 |title=New Mountain Dew logo is a nostalgia-tinged hit |url=https://www.creativebloq.com/design/branding/new-mountain-dew-logo-is-a-nostalgia-tinged-hit |access-date=2024-10-25 |website=Creative Bloq |language=en}}</ref>

===Sidekick bottles===
In summer 2010, a secondary type of Mountain Dew bottles began appearing on some US shelves.<ref>{{cite web|last=Rudenko|first=Anna|title=4sight and PepsiCo Team up to Create Ownable Brand Equity with New Mountain Dew|url=http://popsop.com/47850|access-date=29 March 2012|url-status=dead|archive-url=https://web.archive.org/web/20120507194909/http://popsop.com/47850|archive-date=7 May 2012}}</ref> Designed by [[4Sight|4sight]], a design and innovation firm, these bottles featured a sleeker design, smaller packaging labels, and a built-in grip. The bottles were dubbed "sidekick bottles" and were tested in [[North Carolina]], [[South Carolina]], and [[Indiana]] markets.<ref>{{cite news|url=http://www.bevreview.com/2011/08/18/pepsicos-sidekick-bottle-for-mountain-dew/|title=News: PepsiCo's "Sidekick" Bottle for Mountain Dew|last=Tanner|first=Steve|date=18 August 2010|work=BevReview|archive-url=https://web.archive.org/web/20111202072354/http://www.bevreview.com/2011/08/18/pepsicos-sidekick-bottle-for-mountain-dew/|archive-date=2 December 2011|url-status=dead}}</ref> By 2014, sidekick bottles had become the predominant Mountain Dew bottle design in most of the United States.<ref>{{cite news|title=Mountain Dew Bottle Redesign on Behance|url=https://www.behance.net/gallery/23164585/Mountain-Dew-Bottle-Redesign|last=Nelson|first=Chase|access-date=2 December 2019}}</ref>