 Using it as the name for the soda was originally suggested by Carl E. Retzke at an Owens-Illinois Inc. meeting in Toledo, Ohio, and was first trademarked by Ally and Barney Hartman in the 1940s.Early bottles and signage carried the reference forward by showing a cartoon-stylized hillbilly.The first sketches of the original Mountain Dew bottle labels were devised in 1948 by John Brichetto, and the representation on product packaging has changed at multiple points in the history of the beverage.