What's Old is New Again: Pepsi and Mountain Dew do a Throwback

PepsiCo has just announced that it is returning to yesteryear, adding real sugar (instead of high-fructose corn syrup) and pouring its bubbly substances into retro-designed cans from the 1960's and 1980's for its Mountain Dew and Pepsi products.

"It's a return to a simpler world," says Shiv Singh, head of digital for PepsiCo. "There's a massive teen trend around simplicity and authenticity."

Pepsi has been testing the concept through its double entendre themed "Pepsi Throwback" promotional campaign, to make sure that Gen Y likes the concept of "retro is cool" and that its aging base likes to be reminded of times gone by.

The Mountain Dew can design hearkens back to the hillbilly themed designs of the 1960's. Pepsi chose to go back 30 years to the same red, white and blue cans it sold during its 1980 hey days (remember the Cindy Crawford campaign?)

Source: USA Today

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