PepsiCo (then The Pepsi-Cola Company) acquired the Mountain Dew brand in 1964, and shortly thereafter in 1969 the logo was modified as the company sought to shift its focus to a "younger, outdoorsy" generation. This direction continued as the logo remained the same through the 1970s, 1980s, and then was retired in 1996 when another logo took its place for the next three years. Later updates to the logo were made in 1998 and then again in 2005. In October 2008, the Mountain Dew logo was redesigned to "Mtn Dew" within the U. S. market, as a result of PepsiCo announcing that it would rebrand its core carbonated soft-drink products by early 2009. However, the variant flavors continued to use the previous design until May 2011, when it was announced that the "Code Red", "LiveWire", "Voltage", and "Baja Blast" flavor variants would be given redesigned packaging, including new logos to correspond with the "Mtn Dew" style.  The returning flavors "Pitch Black", "Supernova", "Typhoon", and "Game Fuel" were given redesigned packaging and logos for their 2011 re-release.