Mountain Dew To Michiganders: We're Sorry For Mislabeling U.P.

MICHIGAN — PepsiCo, the makers of Mountain Dew soft drink, had some explaining to do after a recent marketing campaign lumped Michigan's Upper Peninsula — commonly referred to as The U.P., with Wisconsin.

The company is conducting a marketing campaign that features all 50 states. Called "Dew United," the campaign features state names on all bottles of the citrus-flavored soft drink.

Dear @MountainDew,

I AM NOT WISCONSIN.

Fix this, or send a free case to all my residents. Your call.

Sincerely,
America’s Peninsula pic.twitter.com/Rd3Q2vllJV
— The Upper Peninsula (@UpperPeninsula) July" class="redactor-linkify-object">https://twitter.com/UpperPenin... 9, 2019

In the graphic the company published on Twitter this week, and also re-used in video spots, the Upper Peninsula shares the same green-and-white design as Wisconsin, as opposed to the red-and-white design as Michigan. It kind of seems like the thing you'd want to get right if your campaign featured each of the U.S. states.

Faygo, the maker of the soft drinks you find down the aisle from the name-brand ones at your local grocery store, had their own PepsiCo dig:

The marketing arm of Michigan's Upper Peninsula (okay, we will admit we didn't even know they had one) threw down the gauntlet after the company's gaffe:

"Change of plans... @MountainDew do you want to gain a bunch of fans? I triple dog dare you to come out with an Upper Peninsula edition for your #DEWnited campaign," the U.P. wrote on their own Twitter feed.

You're by far our favorite peninsula! As representatives of the #POPulation, we'd never make that mistake. Exhibit A: https://t.co/9yXvkOiMV4 #poptimism
— Faygo Beverages (@Faygo) July" class="redactor-linkify-object">https://twitter.com/Faygo/stat... 10, 2019

Seizing the moment in stride, those in charge of social media marketing at PepsiCo acknowledged their geographical gaffe and published an apology on Twitter on July 10. It reads:

"Hey, Upper Peninsula: we hear you, and we're sorry for misplacing you on our #DEWnited map. Give us a chance to right our wrong. Help us fill this special edition label by telling us all of the things you love about the Upper Peninsula (note to self: located in MICHIGAN)"

The company issued a new bottle label just for residents of the Upper Peninsula as part of their apology.

Scott Anderson, Patch Staff, contributed to this report