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Key Takeaways:
- Mountain Dew kicks off its brand refresh with a Vegas tattoo contest to reward its most loyal, inked fans.
- A new 30-second spot brings back the iconic “Gimme a Dew” jingle with a high-energy, modern twist.
- Dickies collab, drone shows, and bold displays turn the rebrand into a memorable moment for Dew fans, making sure the new look sticks.
Some fans keep a stock of Mountain Dew in their fridge. Others keep it on their bodies. Forever.
The soda giant is debuting its newly redesigned logo, and it's gifting its most dedicated fans with a one-of-a-kind reward: a chance to update their tattoos.
Through the end of May, the brand is running a nationwide sweepstakes for fans who already have a tattoo of the old Mountain Dew logo.
Winners will be flown to Las Vegas on an all-expenses-paid trip to get a refreshed version of their ink featuring the new design.
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Tattoos will be done at Mario Barth’s iconic Starlight Tattoo Studio in Mandalay Bay, a high-profile setting for what the brand is calling the start of its “next era.”
"The new Mountain Dew look celebrates our iconic heritage while setting a new foundation for the future; reinforcing what it means to 'Do the Dew' and the importance of having a damn good time with friends," PepsiCo North American CMO Mark Kirkham shared.
"Starting now and all summer long, we're creating unforgettable experiences that embody the Mountain Dew spirit, captivating our loyal fans and embracing the next generation of Dew drinkers."
The tattoo contest is just the beginning of a summer-long campaign that hopes to boost the brand's fan engagement amid the refreshed look.
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The new logo is now appearing on Dew bottles nationwide, marking a new era in the brand’s visual identity while still nodding to its 1948 origins.
To me, a brand identity stands out when it doesn't lose authenticity, even as it evolves to stay relevant and connect with new audiences.
This is why design agencies play a big role in shaping long-term brand strategy.
They don't just shape a new look, they set new foundations for the brand.
A Whole New Dew
At the center of the campaign is a new 30-second TV spot that revives the brand’s original “Gimme a Dew” jingle from the 1980s.
It starts off with "Mountain Dude" paying a soda fan a visit, giving him a bottle of Mountain Dew with the new look.
A sip of the soda takes the fan to the great outdoors, where Mountain Dude defies the laws of gravity and drives a pick-up across a lake.
The ad gets even more absurd, as the man and his friends kayak and share laughs with a forest bear, float over the waters with an otter, and catch cold cans of Dew in the middle of a cliff dive.
All as the upbeat jingle plays in the background.
It’s a clear return to what the brand says it’s always stood for: good times and genuine connection.
The new spot comes as part of a broader effort to reinforce Mountain Dew’s place in the growing pop culture conversation.
Alongside the tattoo sweepstakes and spot, the PepsiCo brand is rolling out exclusive merch and large-scale activations in key U.S. cities.
Four major drone shows will take place across the country, including what’s being described as the largest drone performance ever held in Illinois, Iowa, and Utah.
On top of this, from May 2 to 9, the brand is lighting up the Las Vegas skyline by taking over the Sphere with branded visual displays to signal the scale of the relaunch.
In another nod to its heritage, the brand is partnering with workwear staple Dickies on a limited-edition collection that reinterprets one of its classic shirts with Mountain Dew branding.
The shirt features vintage-style logos, a red patch commemorating the brand’s 77-year history, and the iconic green “Gimme a Dew” script on the sleeve and back.
Each shirt will be bundled with two 10-packs of Mountain Dew Minis and sold exclusively on TikTok Shop for $24.99.
Overall, the bold visuals, the revival of a jingle, and the on-ground activations cement Mountain Dew as the legacy brand that it is.
All it had to do was tap into the things that made them loved in the first place.
Recently, it partnered with Little Caesars for a limited-edition Mango Mountain Dew flavor for the summer.
Meanwhile, its Super Bowl commercial went viral with Seal transforming into a real seal to croon a reimagined version of his hit song "Kiss from a Rose."
Want to unlock big brand ideas? These agencies are leading the charge. Check out the best branding agencies:
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