Dive Brief: 

• Mountain Dew is celebrating its refreshed logo officially hitting store shelves this week with marketing activations that include a new commercial, collaboration with Dickies and a sweepstakes around free tattoos, per details shared with Marketing Dive. 
• A 30-second commercial showcases the revamped logo and revives the brand’s ‘80s jingle, “Gimme a Dew,” with a modern twist. A social media sweepstakes offers fans, hundreds of whom have the brand’s old logo tattooed on their bodies, the chance to win an all-expenses-paid trip to Las Vegas for fresh ink.
• The PepsiCo marketer also teamed with Dickies for a co-branded workwear shirt that will be sold exclusively on TikTok Shop. Mountain Dew is rounding out the effort with a variety of drone shows and a presence at the Sphere in Las Vegas from May 2-9.

Dive Insight: 

Mountain Dew is touting its heritage and loyal fanbase to mark the nationwide rollout of a refreshed logo first unveiled in October. The redesign includes the brand’s eponymous typography and a retro, three-dimensional font that spells out the PepsiCo-owned soft drink’s full name rather than the abbreviated “Mtn Dew” it utilized for over a decade. 

The makeover is meant to tap into Mountain Dew’s citrus-flavored refreshment while celebrating the outdoors. That ethos comes to life in a 30-second spot that revives the “Gimme a Dew” jingle and follows a man as he takes a sip of Mountain Dew before being transported to an outdoor adventure complete with sunshine, friends and the Mountain Dude, a character introduced last July. 

Along with the spot, Mountain Dew loyalists who have the brand inked on their bodies can enter a sweepstakes for the chance to win an all-expenses-paid trip to Las Vegas, where they will get a fresh tattoo of the updated Mountain Dew logo at Mario Barth’s Starlight Tattoo Studio at Mandalay Bay Resort and Casino. To enter, consumers can post a photo of their old Mountain Dew tattoo on social media, tag the brand and use the hashtag #DoTheDewSweepstakes. 

Other marketing elements tied to the rollout include a tie-up with Dickies for a workwear shirt paying tribute to 1948 — the year Mountain Dew was trademarked — while embracing the brand’s new era. The shirt features bespoke patches and vintage-inspired details, including original Mountain Dew fonts and logos. It will be sold exclusively on TikTok Shop in a bundle with two 10-packs of Mountain Dew Minis for $24.99 plus shipping. Other brands have launched TikTok-exclusive items, including Coca-Cola. Rounding out its efforts, Mountain Dew will activate on the Sphere in Las Vegas from May 2-9 and stage four drone shows across the country, including what’s being billed as the largest drone shows to date in Illinois, Iowa and Utah. 

Mountain Dew is no stranger to eye-catching marketing tactics. In August, the soft drink claimed Mountain Time as its own and pledged to reimburse five consumers’ moving fees to relocate to the time zone. In 2022, it marked the return of its Flamin’ Hot flavor with an experiential activation celebrating its self-proclaimed status as the official drink of Hell, Michigan. 

Mountain Dew’s latest push also follows its efforts last year to reinvigorate its “Do The Dew” tagline, which included the introduction of the Mountain Dude. Parent PepsiCo saw net revenue decrease 1.8% year over year in Q1 2025 to $17.9 billion while its North American beverage unit saw volumes decline 3%. Coca-Cola brand Sprite recently surpassed the company’s flagship brand Pepsi to become the No. 3 carbonated soft drink in the U.S.