Dive Transient:
- Mountain Dew is celebrating its refreshed brand formally hitting retailer cabinets this week with advertising and marketing activations that embody a brand new business, collaboration with Dickies and a sweepstakes round free tattoos, per particulars shared with Advertising Dive.
- A 30-second business showcases the revamped brand and revives the model’s ‘80s jingle, “Gimme a Dew,” with a contemporary twist. A social media sweepstakes provides followers, lots of of whom have the model’s previous brand tattooed on their our bodies, the prospect to win an all-expenses-paid journey to Las Vegas for contemporary ink.
- The PepsiCo marketer additionally teamed with Dickies for a co-branded workwear shirt that will likely be bought completely on TikTok Store. Mountain Dew is rounding out the hassle with a wide range of drone reveals and a presence on the Sphere in Las Vegas from Might 2-9.
Dive Perception:
Mountain Dew is touting its heritage and constant fanbase to mark the nationwide rollout of a refreshed brand first unveiled in October. The redesign contains the model’s eponymous typography and a retro, three-dimensional font that spells out the PepsiCo-owned mushy drink’s full identify quite than the abbreviated “Mtn Dew” it utilized for over a decade.
The makeover is supposed to faucet into Mountain Dew’s citrus-flavored refreshment whereas celebrating the outside. That ethos involves life in a 30-second spot that revives the “Gimme a Dew” jingle and follows a person as he takes a sip of Mountain Dew earlier than being transported to an out of doors journey full with sunshine, pals and the Mountain Dude, a personality launched final July.
Together with the spot, Mountain Dew loyalists who’ve the model inked on their our bodies can enter a sweepstakes for the prospect to win an all-expenses-paid journey to Las Vegas, the place they may get a contemporary tattoo of the up to date Mountain Dew brand at Mario Barth’s Starlight Tattoo Studio at Mandalay Bay Resort and On line casino. To enter, customers can submit a photograph of their previous Mountain Dew tattoo on social media, tag the model and use the hashtag #DoTheDewSweepstakes.
Different advertising and marketing components tied to the rollout embody a tie-up with Dickies for a workwear shirt paying tribute to 1948 — the yr Mountain Dew was trademarked — whereas embracing the model’s new period. The shirt options bespoke patches and vintage-inspired particulars, together with authentic Mountain Dew fonts and logos. Will probably be bought completely on TikTok Store in a bundle with two 10-packs of Mountain Dew Minis for $24.99 plus delivery. Different manufacturers have launched TikTok-exclusive gadgets, together with Coca-Cola. Rounding out its efforts, Mountain Dew will activate on the Sphere in Las Vegas from Might 2-9 and stage 4 drone reveals throughout the nation, together with what’s being billed as the biggest drone reveals up to now in Illinois, Iowa and Utah.
Mountain Dew is not any stranger to eye-catching advertising and marketing ways. In August, the mushy drink claimed Mountain Time as its personal and pledged to reimburse 5 customers’ transferring charges to relocate to the time zone. In 2022, it marked the return of its Flamin’ Sizzling taste with an experiential activation celebrating its self-proclaimed standing because the official drink of Hell, Michigan.
Mountain Dew’s newest push additionally follows its efforts final yr to reinvigorate its “Do The Dew” tagline, which included the introduction of the Mountain Dude. Dad or mum PepsiCo noticed internet income lower 1.8% yr over yr in Q1 2025 to $17.9 billion whereas its North American beverage unit noticed volumes decline 3%. Coca-Cola model Sprite not too long ago surpassed the corporate’s flagship model Pepsi to grow to be the No. 3 carbonated mushy drink within the U.S.
