What happened?
Vowels? Who needs vowels? That seems to have been the thinking in the PepsiCo. boardroom in 2008, as the soft-drink giant unveiled a $700 million redesign of its core brands, including the renaming of 60-year-old Mountain Dew to Mtn Dew.

While it may appear at first glance to be a transparent attempt to make the brand newly relevant for the text messaging generation, it actually worked. According to trade publication Beverage Digest, Mountain Dew recently surpassed Diet Coke to become the third most popular soft drink in the U.S.

Success or failure?
Success, apparently.

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