Bottle designs revealed for Pepsi Throwback, Mountain Dew Throwback
Feb 19th, 2009 by Steve
Update 01/06/10: Read our updated Pepsi Throwback review and updated Mountain Dew Throwback review, both featuring new designs, available for 8 weeks starting December 28, 2009.
Update: Read our Pepsi Throwback review and Mountain Dew Throwback review
Listen to our NPR interview about Pepsi Throwback.
Keep reading below to learn more background information about the UNUSED prototype bottle designs & labels for Pepsi Throwback and Mountain Dew Throwback.
With all the buzz on the 'net around the announcement of Pepsi Throwback and Mountain Dew Throwback, some additional information has come to light by way of an alternate take on the label design and packaging.
Per some forum members at BevNET involved with Pepsi sales, we know that the retro flavors will be arriving in regular 20 oz. bottles with new labels. The Pepsi bottle uses the imprinted 'wave' pattern we first saw with the redesign of the Diet Pepsi line and introduction of Diet Pepsi Max in 2007.
Meanwhile, the Dew bottle maintains its vertical 'swirl' pattern. We saw these being used heavily last summer with the "DEWmocracy 3"… Mountain Dew Supernova, Mountain Dew Revolution, and Mountain Dew Voltage (by the way, Voltage won that vote).
Of interest, however, is that the label design might not follow the previous images filed with the United States Patent and Trademark Office. An internal promotional piece of artwork shared with the Pepsi Bottling Group illustrates a completely different look.
(Source: Pepsi Bottling Group)
The Pepsi bottle showcases the logo design used from 1973-91, with the Pepsi font in non-italic sitting inside the two halves of what we now refer to as the Pepsi Globe. The light, baby blue color also makes a return as an accent in the background, which is prominently white, split between a red and blue bar. It's very 80s feeling, taking on the red/white/blue color scheme that Pepsi was known for before they claimed "blue" as their official color in 1998.
The label has a weathered look, reflecting the style used during the Pepsi Retro campaign in Mexico last year. The phrase "Made with Real Sugar" adorns the top of the label, with "Refreshingly Retro" and "Limited Time Offer" in smaller print on the bottom. In fact, the "Refreshingly Retro" tagline seems to be something that Pepsi is running with here, given that it's the title of this trade piece. The last time Pepsi did a retro-themed bottle design for a mainstream product was 2004's Pepsi Holiday Spice, which was favorable accepted for its look, but apparently didn't sell well enough to warrant its return.
(Source: Pepsi Bottling Group)
On the Mountain Dew side of things, we see a return to the 'box' logo used throughout the 1970s/80s. It has a bit of a rounded top/bottom to it, but still remains the logo most folks would remember (and references Pepsi's trademark filing for the Throwback lineup).
Instead of using the references Pepsi's trademark filing previously-noted font for "Throwback" which we saw with the patent office submission — which seemed to be the same font used in the controversial new Pepsi logo — PepsiCo has gone with more of a cartoony, upper-case font to denote "Throwback" under the traditional Dew logo. It's not a very integrated way to do it, but for the customer that this product is targeting, it probably doesn't matter. Like its Pepsi sibling, the phrase "Made with Real Sugar" adorns the top of the label, with "Refreshingly Retro" and "Limited Time Offer" sitting below the logo.
It should be noted that the bottom of the information provided to the Pepsi Bottling Group regarding the design of the Throwback products have the following disclaimer: "Visuals are directional only. Final executions may vary." So this might not be the final artwork. We will see!
Per a report by Serious Eats, the pricepoint for both of these products will be the same as regular high fructose corn syrup (HFCS) sweetened Pepsi and Dew. Their availability will be from April 20-June 13, which gives you just 54 days to enjoy sugar-sweetened goodness in these beverages. Is it any coincidence that the availability of these drinks just happens to be around Passover, traditionally the time when both Kosher Coke and Kosher Pepsi have been previously available? Hmmm….
One of the other questions being raised about these two new products is what kind of sugar is being used. For example, Jones Soda now headlines their products as being "Pure Cane Soda", listing "inverted cane sugar" as the primary sweetener in the ingredients. This has sparked some conflict as well regarding just what is considered "sugar" these days. In the case of the Pepsi Throwback and Mountain Dew Throwback lines, is pure cane sugar going to be used (which is preferred by beverage enthusiasts)? Or will beet sugar, which is cheaper and pulled from sugar beets, not exactly on the same level as cane sugar. These questions remain to be answered as we await this HFCS-free line of limited edition drinks.
As always, keep your browser pointing here at BevReview.com for further updates… and don't forget to follow us on Twitter to say informed!
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[...] The bottle designs and labels have been revealed for both Pepsi Throwback and Mountain Dew [...]
Now, *that* is what I think of when I think of Pepsi and Dew. Those are the logos I grew up on. Much better than those modernistic versions from USPTO.
[...] More news on the Pepsi/Dew "Throwback" front: the (potential) bottle designs. [...]
I was thinking this could be in collaboration with Passover though I looked up the dates for Passover this year and it is over before 4/20. Perhaps they just realize there is a selling opportunity and they already have the sucrose machines cranked up for the Kosher line anyways.
They're HUGE! An LP is 12 inches across… these must be… what, seven or eight feet tall? Pepsi needs to think this through. Not only will they go flat well before you finish them, you're going to be running off every half hour. How do you even get them home?
[...] line of Pepsi and Mountain Dew made with real sugar. These pure sugar drinks will be tagged "Throwback" and have a different [...]
[...] this way right now. Two of the pure sugar soft drinks comes from Pepsi and Mountain Dew. These are produced by the same company. The pure sugar soft drinks they are producing will [...]
Now, if they would use real glass bottles and bottle caps, they be on to something. Like these guys: http://www.realsoda.com/
[...] way, shall we? Those of you who were excited about the retro bottle and label design mockups that we previously featured (see "Refreshingly Retro" ad here) are going to be disappointed. Remember how we noted that these [...]
they both taste great. i had a sip of each and enjoyed them way more than i normally do! they are going to be a hit.
[...] for the new drink (along with its sibling, Mountain Dew Throwback). It wasn't long thereafter that prototype bottle designs were released to the 'net, gaining positive reaction from those who caught a glimpse. It was great to finally see [...]
[...] when it was numerous trademark filings for the drink were discovered. Following that finding, prototype bottle designs were leaked, showcasing a very 1970s/80s Mountain Dew design that caught a lot of positive attention. Small [...]
[...] Unused prototype bottle designs leaked (February 19) [...]
[...] Unused prototype bottle designs leaked (February 19) [...]
Absolutkly hate the new small packs of eight bottles (was 12).
Pepsi/Mountain Dew now trying to sell you an eight pack for the same price as was the twelve pack!!!
Hey Pepsi!! Do you think were stupid? Please do away with these eight packs.
how about a mt.dew throwback with the little hillbilly dude that says yahoo mountain dew?
I like Mountain Dew, I have for a very long time…over 20yrs.
I love the Throwback Dew(& Pepsi) 100,000,000% better than the current HFCS variety which I wish Pepsi would take off the market & replace them w/the Throwback versions as the regular version of each & all of their beverages. Perhaps adding into the Throwback Dew's recipe the concentrated OJ!! IMO, HFCS is junk. Real sugar(from cane or beet) is better for people and for many, moderation is a good idea & best if your teeth are more vulnerable to getting cavities.
I believe it is time to kick HFCS to the curb & get back w/real sugar!!!
I also agree on bringing back the half liter glass bottles w/real bottle caps!!
….in 8 packs!!
[...] Unused prototype bottle designs leaked (February 19, 2009) [...]