• by Danielle Oster , Yesterday

Mountain Dew’s refreshed brand logo is now rolling out across retailers nationwide, and the brand is giving fans with tattoos of their old logo a chance for an update.

Those who send photos of their tattoos to the contest will get a chance to win an an all-expenses trip to Las Vegas, where they’ll receive a  tattoo of the new logo at Mario Barth’s Starlight Tattoo Studio.

The tattoo sweepstakes is part of PepsiCo’s larger brand refresh campaign for Mountain Dew, featuring a TV ad, the brand lighting up The Sphere in Las Vegas, “Drone Show Spectacular” events, and a Dickies partnership.

A 30-second TV spot at the center of the campaign revives the brand’s “Gimme A Dew” jingle from the 1980s. “Gimme A Dew” opens with the  “Mountain Dude” character the brand introduced last year interrupting a guy lounging on a couch to tell him “The mountain is calling.” As he hands him a can of Mountain Dew, he’s transported to a mountain oasis with friends, as the jingle plays in the background.

The “Drone Show Spectacular” activation kicked off on May 2, with what the brand claims were the largest drone shows ever in Illinois (at Chicago Northerly Island Park) and Iowa (near the Des Moines River). May 6 will feature what it claims is the largest drone show in Utah, with the show coming to University of Utah, followed by an event in Dallas, Texas at the Dallas Reunion Tower on May 7.

To lean into the brand's shift to a focus on the outdoors, it partnered with Dickies on a Mountain Dew Workshirt featuring “vintage-inspired details,” including the original Mountain Dew fonts and logos in heritage green on the sleeve and back of the shirt -- and the new logo on its front. It’s being sold exclusively on the brand's TikTok Shop, bundled with two Mountain Dew Mini 10-packs.

“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 US Beverages CMO Mark Kirkham said in a statement.

Mountain Dew began transitioning into the updated branding last summer with a “Welcome To Mountain Time” campaign laying claim to “ownership” of the Mountain Time Zone, which introduced the “Mountain Dude” character. The brand then unveiled its new logo and visual brand identity last October.