Mountain Dew Joins the Retro Revolution

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A wave of nostalgia is sweeping through corporate America as major brands return to their roots, with Mountain Dew becoming the latest to embrace retro-inspired design. The beverage giant announced its first major brand refresh since 2009, planning to “reclaim the mountain” with a visual identity that harkens back to its 76-year heritage.

This strategic pivot to vintage-inspired branding reflects a broader industry trend. Pepsi recently ditched its modern logo for a simplified design that echoes its past, while Burger King recently made headlines by eliminating the blue swoop it added in 1999 in favor of a more classic look. Coca-Cola has been consistently leveraging its heritage, featuring its iconic script logo and vintage-inspired packaging across campaigns. Even in the fashion sector, Levi’s has amplified its historical appeal, while sportswear giants Adidas and Nike regularly release retro-inspired collections that capitalize on decades-old designs.

The attraction to vintage aesthetics isn’t just about looking backward. According to Umi Patel, VP of consumer insights and analytics at PepsiCo Beverages North America, the nostalgic approach has tested particularly well with Generation Z and millennial consumers. Mountain Dew’s new design incorporates elements from its past, including the reintegration of the word “mountain” and a nod to its founding date of 1948, when it was created as a mixer in the Tennessee Smoky Mountains. The updated logo also hints at this and utilizes vintage travel poster-inspired mountain imagery, and citrus-themed colors evocative of the brand’s outdoor heritage.

This trend toward heritage-inspired branding reflects consumers’ desire for authenticity and familiarity in an increasingly digital world. As brands compete for attention in a crowded marketplace, the strategic use of nostalgia has emerged as a powerful tool for creating emotional connections with consumers while maintaining brand relevance for future generations.

FTC Takes New Steps to Protect Consumers and Fair Competition

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The U.S. Federal Trade Commission (FTC) has implemented a new rule to protect consumers and promote fair competition. Now in effect, the rule bans the sale and purchase of deceptive reviews, granting the FTC authority to impose civil penalties against knowing violators.

Customer reviews are essential for small businesses to build credibility and increase sales and reviews that aren’t real erode consumer trust, harm businesses dependent on authentic feedback, and leave small businesses vulnerable to unfair negative reviews from bad actors.

According to FTC Chair Lina Khan, such reviews harm consumers by misleading them and unfairly disadvantaging honest competitors. She noted that the regulation seeks to enhance transparency and promote a fair, trustworthy marketplace.

This new rule by the FTC specifically prohibits reviews and testimonials attributed to non-existent individuals, generated by artificial intelligence, or written by people with no real experience using the product or service. It also bars businesses from creating or purchasing fake reviews and prevents employees or insiders from posting misleading testimonials.

Companies caught engaging in these practices—whether by buying fake reviews, issuing baseless legal threats, or using intimidation tactics—will face penalties. This move aims to deter unethical businesses from manipulating public perception while leveling the playing field for legitimate competitors.

Consumers can report suspicious activity and violations directly to the FTC at reportfraud.ftc.gov.

This regulation reflects the FTC’s ongoing efforts to enhance accountability and restore consumer trust in the online marketplace, ensuring businesses compete fairly and honestly.

From Spooky to Merry: Spirit Halloween’s Festive Transformation into Spirit Christmas

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Spirit Halloween, the seasonal retailer famous for its Halloween pop-up stores, is now moving into the Christmas market with a pilot program of 10 “Spirit Christmas” stores. This strategic expansion aims to capitalize on the lucrative holiday shopping season, which saw an estimated $964 billion in consumer spending last year. The company started with a flagship store in Mays Landing, New Jersey which opened on October 18 and will be opening additional stores in November across New Jersey, New York, Pennsylvania, Connecticut, and Massachusetts.

By transforming vacant storefronts and applying their successful pop-up store model, Spirit aims to create a distinctive holiday shopping destination that stands out in the competitive Christmas market. The company stated, “we’re hopeful it will resonate with our customers. Our goal is to create a festive retail experience that captures the spirit of the season, much like we do for Halloween.”

The new Spirit Christmas stores will offer a wide range of holiday merchandise including decorations, apparel, inflatables, stocking stuffers, and gifts. To enhance the customer experience, the stores will also incorporate unique, immersive elements such as a life-sized gingerbread village, a North Pole letter-writing station, and photo opportunities with Santa Claus.

This venture marks a significant opportunity for Spirit Halloween to diversify its revenue streams and extend its operational calendar beyond the Halloween season. By leveraging its expertise in temporary retail spaces and seasonal merchandising, the company is well-positioned to compete in the crowded holiday market. The success of this pilot program could potentially lead to a broader rollout in future years, marking Spirit Halloween as a major player in the seasonal retail industry.

Platinum Bars are Costco’s Newest “Treasure”

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Costco, the big-box retail giant, has perfected the “treasure hunt” shopping experience—a strategy that keeps members coming back. This approach revolves around rotating inventory, limited-time deals, and strategically placed high-value items, making each visit feel like an adventure. As Costco’s founder, Jim Sinegal, said, “if you see it, you ought to buy it because chances are it ain’t going to be there next time.”

A recent example of a Costco “treasure” is the company’s foray into precious metals. The company recently began offering Swiss-made platinum bars exclusively to members. This was following the success of its gold bars in 2023, which generated over $100 million in sales during the first quarter. These high-value items exemplify the treasure hunt strategy, creating surprise, excitement, and urgency for customers.

Costco’s approach goes beyond metals however, and spans its entire operation. With around 4,000 items, compared to other retailers that carry over 20,000 items, or supermarkets with 40-50,000 items, Costco not only creates scarcity, but also ensures each item meets strict quality standards. Frequent product rotations and discounted premium goods add to the sense of discovery that encourages repeat visits and members buying items that aren’t necessarily on their “list.”

This treasure hunt strategy isn’t just a marketing tactic; it’s key to Costco’s business model. By consistently refreshing its offerings and creating a dynamic shopping environment, Costco builds loyalty and keeps customers coming back. Customers shop longer, buy more products, and return more often. This approach sets Costco apart from online competitors and drives continued growth by turning shopping into a unique, ever-changing experience. Members are always wondering, what will I find next time?

Urban Grazing: A Growing Business Opportunity in City Landscapes

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Urban grazing, which involves using sheep and goats to manage green spaces in cities, is emerging as an innovative and eco-friendly business model. This trend is gaining traction across the United States, with cities like Nashville and Santa Barbara leading the way.

The Nashville Chew Crew, managed by urban shepherd Zach Richardson, highlights the potential of this business opportunity. The company grazes sheep on approximately 150 acres of city property annually, including historic sites like Fort Negley and Nashville City Cemetery. This method proves to be more cost-effective and environmentally sustainable than traditional landscaping techniques. Additionally, urban grazing creates a unique attraction for residents and tourists, enhancing community engagement and potentially boosting local tourism.

The benefits of urban grazing extend beyond mere lawn maintenance. It addresses various land management concerns, including control of invasive species, protection of native vegetation and animal habitats, maintenance of historic sites, and even reduction of wildfire risks.

In Santa Barbara, California, urban grazing has been successfully implemented for about seven years as part of a wildfire prevention strategy. The city’s Parks and Recreation Department deploys sheep to graze approximately 15 acres of open space across four City park properties. This approach not only reduces wildfire risk but also maintains defensible space between homes and parkland, protects infrastructure, and provides safe access routes for firefighting. The community’s positive response to the grazing sheep has made it an effective tool for public engagement and education about land management

For entrepreneurs, this business model requires minimal equipment compared to traditional landscaping services. However, it does demand specialized knowledge in animal husbandry and land management. Additionally, business owners must also consider essential factors such as livestock guardian dogs for flock protection and proper fencing to contain the animals. As cities increasingly prioritize sustainable practices, urban grazing presents a promising business opportunity for those looking to blend agriculture with urban land management.