The original formula of Mountain Dew was invented in the 1940s as a mixer for hard liquor by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula
was created in 1958. The Mountain Dew brand and production rights were acquired
by the Pepsi-Cola company in 1964 and distribution expanded more widely across
the U.S. 

1966

 
Bob Richards

Dr. Bob Richards was a two time Olympic gold medalist for pole vaulting in 
1952 and again in 1956, the first athlete to appear on “Wheaties, Breakfast
of Champions” cereal boxes, and was a sportscaster for NBC Television. He
was Ordained in 1946 as a minister in the Church of the Brethren, and elected
to the United States National Track and Field Hall of Fame in 1975 and the U.S.
Olympic Hall of Fame in 1983.

Bob Richards as the first Wheaties spokesman

Bob Richards’ 1969 appearance on a Wheaties box, and the Olympian
today. He turned 86 on Feb. 20th.

1976

First airing in 1972, the popular commercial was a regular for more
than twelve years, ending up as one of the longest continuously
running commercial campaigns ever aired. 

Gilchrist in a 2000 promotion photo

Little Mikey was played by John Gilchrist (above) and his brothers
in the commercial are Gilchrist’s actual brothers, named Michael
(the one on the left in the spot) and Tommy.

Topps football card, 1967

 
Benjamin Earl "Ben" Davidson (June 14, 1940 – July 3, 2012)

Ben Davidson, a fierce defensive end for the Oakland Raiders of the
1960s who later worked as an actor and TV pitchman for Miller Lite beer,
died Monday from prostate cancer. His former Raiders coach, John
Madden, made the announcement on his KCBS morning radio show
in San Francisco.

Mariette Hartley portraying Zarabeth in the third season Star Trek
episode “All Our Yesterdays” (Mar. 1969)

Mariiette Hartley began her career in her teens as a stage actress. Her
film  career began with the western Ride the High Country (1962),