Sun. May 18, 2003
Battle of the Brand Colors
Battle of the Brand Colors – I’ve written before about a childhood friend and amazing product, responsible “’for more case sales in the U.S.—810 million—than all of the bottled water brands combined’, with retail sales of almost $5 billion.” The product is Mountain Dew, and I wrote “I Dew” when they introduced the Original Blasphemer, Mountain Dew Code Red.
Obviously, it didn’t help.
I later made a plea to Make It Stop: “It must be confusing growing up as a kid these days. Used to be, you could depend on certain things. The sky is blue. Ketchup is red.”
“No, that was too simple to survive in the Land of Branding and Marketing. First it was green ketchup. And we let them get away with it, when we should have squashed them on the beach. Now with a toehold, they’ve gotten bolder. I already pointed out the Blasphemer Red Mountain Dew.”
And, now, it is happening again. Pepsico is introducing a new orange version of Mountain Dew, called LiveWire. They claim, “Consumers have been clamoring for more flavor options under the Mountain Dew trademark, so we’ve developed LiveWire as a summer-only proposition that satisfies their thirst for variety and builds on their passion for Dew.”
I’ve got that passion for Dew, and have had it since the age of 6. But that passion is completely and unmistakably GREEN. Fortunately, early reviews aren’t exactly gushing, like this one from BevNet: “Essentially, the product tastes like your typical orange soda. Aside from the Mountain Dew label and the use of caffeine, this product doesn’t really feel or taste like a Mountain Dew product.”
Of course not. Mountain Dew is green. Not red, or orange. Those are the colors of the Blasphemers.
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Peanut Gallery


Umm... I actually like a drink that is even more green... SURGE. But, it can't be found anymore :-( Well... except at that Coca-Cola museum near you.
LOL - I -just- got back from grocery shopping where I bought my first case of the orange dew ... and my umpteenth-billion case of the red. (If that weren't bad enough, I don't even remember the last time I drank good ol' green.) Forgive me, for I drink in technicolor.
Jensen, Surge and Mello Yello were Coca-Cola's failed attempts to take a chunk of the Dew's market share. Sad, sad, imitations, in my opinion. Noah, I really wish you hadn't told me those things. I'm going to have to reassess my whole way of thinking about you. How can someone so talented and with such great taste have such a glaring aesthetic blindspot? I think California is finally getting to you. Return to the Green, Brother, before it's too late!
Actually, Mountain Dew was a copy itself, of Canada Dry's Wink ("The Sassy One" as it was called in the commercials in the late 1960s). Mountain Dew followed it onto the shelves a short time later, and benefitted from Pepsi's superior nationwide marketing ability.
" 'New Mountain Dew' was first marketed in Lumberton, N.C., in the early 1960s" I was drinking it in 1964 at Atlantic Beach, NC, a few dozen miles away from Dew's birthplace (before it was purchased by Pepsi). We didn't have none of them thar "Can-nadian" drinks. And on an ironic tangent, Lumberton, NC, is also the setting for the very bizarre David Lynch movie, Blue Velvet. Lumberton, home of Green Dew and Blue Velvet.
I drank Mello Yello in college. When I couldn't find it anymore I switched to Dew. I still think Mello Yello had the catchier theme song (Donavon's Mellow Yellow) in their commercials.
My introduction to Mountain Dew came in 1970 when my parents shipped me off from California to spend the summer with my hillbilly relatives in the humid woods of North Carolina. Everything was strange and primitive there. No Taco Bell, no Pizza Hut, no Food Giant stores. And instead of my beloved RC Cola, grandma stocked her ice box with Mountain Dew. I never realized a soda could taste so alien. I hated it. And it didn't help that grandma kept nagging me to drink it (like some crazed gerontological drug pusher) (I still can't look at tomatoes - but that's another story). Now, when I see that pee-colored liquid, it gives me flashbacks of Hee Haw and gap-toothed cousins. So (since I live with Noah) I have to be grateful that if he has to drink Mountain Dew, at least it doesn't have to be green.
OK, so I can rationalize that Noah's making a relationship based choice, and deep down inside, he'd really prefer the green. I can live with that. And since it was my grandmother who kept me stocked with Mountain Dew, when I lived or vacationed in the humid Piedmont and Outer Banks of North Carolina that are my roots, well, I might be your gap toothed hillbilly cousin!
Actually, Mountain Dew is yellow. It only looks green because that's the color of the bottle. But you probably knew that.
lol omg do you like to drink alot of soda? i love soda. but i cant stand root beer. ok toodles! :^)
LiveWires tastes great to me... I never developed much of a taste for Mountain Dew (green); I just drank the stuff for its caffiene. I think the orange juice in green (yellow) MD gave it an odd flavor... I know LiveWire is loaded with orange juice too, but it's full of other artificial flavorings and citric acid that give it a great artifical orange taste, in my opinion. Interesting to hear that MD is an imitation of a Canada Dry product...
“Actually, Mountain Dew was a copy itself, of Canada Dry's Wink ("The Sassy One" as it was called in the commercials in the late 1960s). Mountain Dew followed it onto the shelves a short time later...” False. Interesting to hear that MD is an imitation of a Canada Dry product...” Totally completely false.