• by Teresa Buyikian , 10 hours ago

Warm weather and pedicured feet go hand in hand, and this year Hard Mountain Dew is picking up the tab—but just for men whose toes may need some TLC before seeing the light of spring.

In Philadelphia the boozy soda brand is sponsoring the Hard Mountain Dew Man-i Pedi pop-up (note the “man” in the title), which is a one-day-only nail salon takeover. In honor of “the annual re-emergence of neglected feet as outdoor drinking season arrives,” men in the city of brotherly love, which is often touted as one of the nation’s most walkable towns, can sign up for a complimentary pedicure via the brand’s micro site at HardDewManiPedi.com.

On April 9, from 4 – 8 p.m., guests 21+ will drink Hard Mountain Dew “while they are treated to a full spa pedicure at no cost,” walking out with “fresh feet and a refreshed palate.”

“Hard Mountain Dew … goes where few brands have gone before – and that now includes pedicures,” said Erica Taylor, senior brand director for Hard Mountain Dew. “Nobody asked us to fix the foot-neglect problem this spring, but somebody had to do it. … Consider this our gift to everyone who's been one flip-flop away from a very uncomfortable conversation.”

Men outside Philly aren’t left out of the pamper-fest. Hard Mountain Dew is also sponsoring a nationwide pedicure reimbursement program. Consumers who get their own “man-i-pedi” between March 25 and April 9 can submit a photo of their receipt to receive up to $50 through Venmo, which the brand says is “enough to cover the cost of your pedi and a pack of Hard Mountain Dew of your choice.” The brand will release a limited number of rebate spots per day.

Hard Mountain Dew is promoting the pop-up and reimbursement program through its socials on Facebook, Instagram and X.