Mountain Dew is launching a new logo in a nationwide brand refresh that includes a sweepstakes, product partnership with Dickies, drone shows, and a nostalgic television ad.
Loyal Mountain Dew fans will learn about the Dew redo as the citrus drink begins a multiplatform marketing campaign in May. The logo refresh pays homage to the branding of yesteryear. The entire word "Mountain" is spelled out instead of the abbreviated "Mtn."
Mountain Dew Marketing VP, JP Bittencourt said: "Mountain Dew is reclaiming the mountain with a new logo and visual identity that is synonymous with adventure, celebrating the great outdoors and embracing the “DO THE DEW” spirit.”
How MTN Dew is embracing the Mountain
1. Sweepstakes
The sweepstakes is open to people who currently have a Mountain Dew tattoo inked on their bodies. Mountain Dew wants to give them the opportunity to get the new logo tattoo. From May 6 through May 31, fans selected by the soft drink maker will receive an all-expenses paid trip to Las Vegas to get the new logo inked by Starlight Tattoo parlor at Mandalay Bay.
2. Dickies partnership
Aiming to "create a fresh take on classic workwear," Mountain Dew partnered with Dickies to create a shirt that contains vintage details. The Mountain Dew Dickies shirt will be sold exclusively in the TikTok Shop.
3. Drone Shows
In addition to illuminating the Las Vegas Sphere from May 2-9, Mountain Dew is launching four American drone shows, including three shows billed as the biggest ever in Illinois, Iowa, and Utah.
4. New "Gimme a Dew" television ad
Mountain Dew is bringing back the iconic "Gimme a Dew" 1980s jingle in a new 30-second television advertisement.
Mountain Dew has been a PepsiCo mainstay since 1964, but is believed to have been initially invented in the late 1940s. The bright green coloring was added to the beverage in 1974. In 2025, the bottled soft drink assortment extends beyond the original flavor to Baja Blast, Voltage, Livewire, and Code Red.