Mountain Dew, now known as Mtn Dew, may face brand challenges as political figures like Democratic vice-presidential candidate Tim Walz and Republican vice-presidential candidate J.D. Vance, both Diet Mountain Dew fans, could make it seem less youth-centric. Historically tied to youth culture through gaming and extreme sports, the brand's association with older politicians might deter Gen Z consumers, contributing to a 5.4% decline in sales volume in 2023. Despite its legacy and USD9.2 billion in sales last year, Mtn Dew struggles against health-conscious trends and competition from energy drinks and flavored waters. While some loyal fans remain, the brand's youthful image is waning.