Brand attempts to establish and keep up a promise. The process of establishing and keeping up the promise happens through well thought positioning of a brand. As a result of never before changes in the market and emerging competition across the globe, brands tend to alter their positioning in order to keep up their promises. This article titled "A Study on Rise Above the Fear - Repositioning of Mountain Dew" is carried out to understand how the new positioning of the carbonated beverage is seen by the consumers. This research study was carried out with 83 respondents who have had a recent experience of going through the new commercial and had bought the drink. The study was done to understand how customers felt with the new positioning of the drink. Dimensions of a desirable differentiating factor by Keller (2008) was adopted to find the factors of Distinctiveness, Relevance and Believability that the consumers associated with brand post its new positioning. © 2015 Elsevier B.V., All rights reserved.