While some serious Mountain Dew drinkers could give a damn about its mice-melting quirks and others (particularly Canadians) are questioning PepsiCo's experts, the fact is that this tidbit of bizarro, peculiar news is populating the blogosphere and finding its way into the jokey ending segments of your national news broadcasts.
So what should PepsiCo's angle be? I say it takes straight ownership of Mountain Dew's radioactive powers. If advertising has taught me anything over the past few years, it's that companies desperately want you to know how badass and daring they are. For example:
A couple years back, Domino's "finally" realized how crappy its pizza was and launched a campaign to reinvent itself "from the crust up." The slogan: "Oh yes we did."
Dr. Pepper Ten, a variety of the 23-flavored soda, was released last year with the slogan "It's not for women." I guess because macho, high-testosterone dudes don't want to drink diet soda?
Back in October, I wrote a short post about Taco Bell's Doritos Locos Taco. It's just your regular, run-of-the-mill taco—aside from one thing: the shell is made entirely of nacho cheese Doritos. The commercial is almost as mind-blowing as the concept, ending with the slogan, "This is really happening."
Even fruit smoothies, one of the least hardcore drinks ever, are trying to grow a pair. The Reader was recently gifted a load of fruit juice and oat smoothies the company is starting to push from Naked Juice. The slogan tagged to each bottle reads "Oats, yes we did!" Damn edgy, if you ask me.
A suggested slogan for Mountain Dew: "Hell yes it melts small rodents!"