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Article: Mountain Dew's Evolution Keeps It Ahead of Pack.

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Knight Ridder/Tribune Business News
Article date:
July 7, 2001
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By Henry Unger and Scott Leith, The Atlanta Journal and Constitution Knight Ridder/Tribune Business News

Jul. 7--Mountain Dew isn't supposed to be a breakfast drink, but sometimes Karen Koehler just can't help herself.

Midway between loyalty and addiction is where you'll find the 25-year-old Atlantan, who once drank five bottles of Dew a day.

"I don't think I could have made it through college without it," said Koehler, who now works in advertising.

If this kind of hard-core consumer sounds like the foundation of a popular brand, you're right.

Mountain Dew -- America's largest non-cola soft drink -- has built a cult ...

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