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Mountain Dew Major Melon
Designer: Design Team
Company / Organization / School: PepsiCo Design & Innovation
Team Members: PepsiCo Design & Innovation
In 2021, Mtn Dew® launched Mtn Dew Major Melon™, our first new permanent flavor offering in more than a decade. This represents a new era in visual strategy for Mtn Dew flavors. We’re moving into character-driven design narratives that help personify the flavor profiles of the formula. From identity to packaging, channel marketing to advertising on the world’s biggest stage, we pulled out all the stops. This marquee addition to the brand’s portfolio features the great taste of watermelon flavor with a DEW twist. Mtn Dew Major Melon — also available in a zero sugar variety — is our first permanent flavor offering in more than a decade. Which was a challenge. While our long-time consumers remembered the brand as a flavor powerhouse our new consumers had never experienced a large-scale new flavor from Mtn Dew. Our challenge was to create a product name, identity and personality that would capture the hearts and minds of DEW Nation. These folks are always searching for what’s new and have a “collector’s mindset” when it comes to DEW products. The more unique we can make it the more they desire it.