Mountain Dew's Slogans & Taglines

Mountain Dew (stylized as Mtn Dew) is a carbonated soft drink brand produced and owned by PepsiCo. Created in the 1940s in Knoxville, Tennessee by brothers Barney and Ally Hartman as a whiskey mixer, the drink was originally marketed with a hillbilly theme under the slogan "Ya-Hoo! It'll tickle your innards!" In 1964, PepsiCo acquired the brand and gradually shifted its positioning toward younger, outdoorsy consumers. The 1990s marked a transformative era with the introduction of the iconic "Do the Dew" campaign, aligning the brand with extreme sports, gaming culture, and youthful rebellion. In 2024, Mountain Dew returned to its full spelling and embraced a refreshed visual identity celebrating outdoor energy. Today, its core offerings span the classic citrus-flavored soda, an expansive portfolio of over 40 flavour extensions including Baja Blast, Code Red, and Pitch Black, alongside zero-sugar variants and the Amp Game Fuel energy line. The brand remains one of the most recognisable soft drinks in the United States and a cultural phenomenon in gaming and action sports.