Mountain Dew

Jackie Olney

Managerial Marketing

Timothy Malone

July 15, 2013

Abstract

Most people signify Mountain Dew with images of teenagers on skateboards doing tricks or hearing the "Do the Dew" phrase. Mountain Dew was started in the early 1940s by Ally and Barney Hartman from Tennessee as a hard liquor mix. The name was derived from the Tennessee Mountain Moonshine. They were the first to use Applied Color Labels on their bottles containing a drawing of a hillbilly holding a rifle saying "by BARNEY and OLLIE," which was misspelled. Even though they were told the drink would never amount to anything, they took it to a trade show anyways, where it has well received. The label and drink were trademarked on November 12, 1948, a year before Barney died (Twoop, 2008). Mountain...