I was shopping recently and noticed that the logos on the packages of Mountain Dew and Pepsi looked a little familiar – kind of like it did when I was a kid.
Today I decided to do some digging and found out that not only is the branding a “throwback” to the days gone by, but Pepsi has swapped the high fructose corn syrup for real sugar.
Pepsi has also launched a multimedia web site for the Throwback brand, including videos, blogs, a Twitter feed and widgets and wallpapers for fans to download. They’ve also partnered with Nascar driver Jeff Gordon, whose racing car features the classic Pepsi logo.
You can find more information on the branding and taste at these links.
Official Facts about Pepsi Throwback & Mountain Dew Throwback
Remember How Pepsi Tasted in the 60s? It’s Back
Pepsi Throwback’s real sugar taste thrills panel
The Mountain Dew throwback design feels more retro than the Pepsi throwback design, and I’m a bit surprised they didn’t go with something closer to the prototypes to really emphasize the “new” old look.
But branding aside, I’m glad to see they have made the switch back to real sugar and I hope it’s not a limited gimmick. The Coke here uses real sugar and the taste is so much better!
Lindsey LaTour reply on May 13th, 2009:
I agree, the Pepsi campaign is less consistent. They are using something very similar to the prototype on the race cars, so I am not sure why that classic circular design isn’t carried through on the bottles.
It was the Mt. Dew packaging that first caught my eye, and only after reading “throwback” on the Pepsi label did I realize that it was a joint campaign. The Pepsi design doesn’t say have the same nostalgia for me.
i want more throwbacks! i wish apple would do this with the rainbow logo. imagine if they threw that logo on the macbook… i would salivate instantly.