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This phenomenal growth continued thro’ the 1990s and Mountain Dew was the fastest-growing major soft drink in the US for much of the decade. The brand’s aggressive pursuit of young soda drinkers aided Mountain Dew’s market share rise from 2.7% in 1980 to 7.2% in 2000, the year Mountain Dew briefly passed Diet Coke to become the number 3 soft drink in terms of market share.
Mountain Dew updated its outdoor image in the 1990s by using extreme sports such as skydiving, skateboating and snowboarding. Early ads featured athletes participating in extreme sports while consuming Mountain dew, accompanied by the tagline “Do the Dew”...
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