PepsiCo US recently updated its Mountain Dew packaging for an upcoming campaign that focuses on the outdoors. While soda is not usually associated with the great outdoors, this campaign aims to help the brand appeal to those who enjoy different lifestyle sports.
The new Mountain Dew packaging features a color-blocked design made up of two contrasting patterns. The top half of the can features the brand's signature solid green packaging, while the bottom half is comprised of a camo pint of branches and leaves. The can also includes a reference to Pepsi's sweepstakes with the hunting equipment brand Lost Camo.
The new packaging demonstrates how soda brands are going after niche markets in an effort to boost sales.