Mountain Dew MDX - geek marketing

Everyone knows that no one drinks more Mountain Dew than computer programmers. The unholy quantities I saw consumed in my years of living with computer science people in undergrad left a permanent association in my mind of Mountain Dew with marathon sleepless coding sessions, mostly done at night.

I just saw a commercial for the new Mountain Dew MDX - an energy drink version of Mountain Dew. The slogan - "Be Nocturnal." The commercial - actually pretty cool and definitely marketed directly at the geek demographic - let's make it seem cool to be nocturnal. Needless to say, the commercial doesn't show any actual people - just nocturnal animals. Probably because being pasty white, out of shape, blinking in pain and confusion at the light of the sun and unwashed, while living off nothing but microwaveable food and Mountain Dew will never really be cool.

My mom used to call us gollums, for our ability to go weeks without seeing the light of day. She was probably a lot closer to the mark than Mountain Dew is. But who cares - we thought we were cool, and that's all that really matters.