Mountain Dew, the carbonated soft drink, has a number of high-mark performance indicators among PepsiCo’s beverage brands.

It is, for example, the number-one soft drink in the company’s convenience channels. It also has a passionate group of enthusiasts who annually demonstrate their brand love by donning a Dew prom dress…

… or, when the occasion arises, by supporting the rollout of a brand extension, as witnessed by the “mystery-flavored” Mountain Dew VooDew, a 2019 Halloween-themed drink with a curious, milky white color.

“We have folks who will literally paint their cars the Pantone green of Mountain Dew,” reported Amy Spiridakis, vp/marketing and insights, PepsiCo Beverages North America. “They love this brand and they are highly, highly engaged with the brand.”