The Dew rumor's recent growth spurt may be partially explained by a surge in the popularity of the drink itself. According to figures compiled by Beverage Digest, Mountain Dew is the fastest-growing major soft drink in the U.S.
As I indicated earlier, the spread of tall tales about the soft drink among teenagers has some health care officials worried. The state of Wisconsin warned parents recently that the belief that Mountain Dew has spermicidal properties could result in unwanted pregnancies if it goes unchallenged. Marjorie Saltzman, a longtime Planned Parenthood volunteer in Portland, Oregon, has lobbied PepsiCo to address the misinformation through advertising or special warning labels, so far without success, she says. The company claims it has never received a consumer inquiry or complaint in connection with the rumor.
To its credit, PepsiCo has responded forthrightly to questions from the press, but its PR mavens would do well to resist the temptation to adopt a dismissive attitude toward the situation. Granted, it's a "schoolyard tale" with no foundation in fact, comparable to Elvis sightings and the like, but bumping into a dead rock star at the 7-11 has never, to my knowledge, resulted in an unwanted pregnancy.
Just because a rumor is silly doesn't mean it's harmless.
