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Mountain Dew – The Programmer’s Crutch

Posted: December 31st, 1969 | Author: | Filed under: Uncategorized | 1 Comment »

Mountain Dew – The Programmer's Crutch

Picture of Irv Owens Web DeveloperMost days begin for me with a very stimulating bike ride into work from the ferry up Market in San Francisco. Firing up my slow work machine, sitting down at my desk and starting to try to think about coding. What I often find is that I can't get myself going very well, there is usually a lingering fog from rousing myself at 6 am.

Now, I know this is the time when most programmers are going to bed, well I happen to have a day job and a family so you'll have to forgive me for my lack of traditional programmer vitae. One thing that I almost always do when I arrive at work in a fog is to jump up, quickly run out to the nearest convience store and grab a Mountain Dew. As I guzzle this delicious beverage, I can hear the bits starting to move in my head, and the pathways opening up, preparing for the barrage of logic as I attempt to do something useful with my eight hours at work. Usually this does the trick, but some days require two 24 fluid ounce bottles, usually days with excessive meetings or copious documentation.

The problem with this is I am finding myself quite completely addicted to Mountain Dew. I guess it is the programmer's crack. I can't help myself, that green bottle just calls me every morning. I don't understand why they always have 15 year old snowboarders on their commercials, and never have any ads on sites like www.gizmodo.com. It doesn't make any sense. Programmers between the ages of 18 – 45 could be the widest cross section of any demographic for any drink company, yet we are still largely ignored. Oh, well Rome wasn't built in a day, and the Pepsi corporation still doesn't understand the internet. I am still quite against their drink machines in schools stocked with way too sweet caffinated drinks, however I belive that with the revenue they could make with targeting programmers they could afford to completely remove these machines and still make their shareholders happy, thereby making a lot of parents happy and improving their corporate image. At the end of the day isn't that what every corporation wants anyway?


  • Steve

    I commend you for giving me a good chuckle for the day. I’ve cut back considerably for the last 11 years since I’ve been married, but I can definitely feel a lack of productivity where the programmer’s productivity as second nature can only come with consuming Mountain Dew or Dr. Pepper (neither Coke nor Pepsi understand the internet). I used to be so much more adept. I feel inadequate as a coder now, but on the positive side, I’ve lost weight and kept most of it off. I tend to believe you’re only half-joking about removing the vending machines and having the soda companies advertise on the Web. Perhaps they should look into affiliate marketing.