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Mountain Dew Launches Tattoo Contest and Workwear Collaboration Amid Brand Refresh

by Jessica

Mountain Dew is offering a unique opportunity for its most devoted fans — those with permanent ink of the brand’s logo — to update their tattoos as part of a new promotional campaign tied to its ongoing rebranding effort.

The PepsiCo-owned beverage company announced this week that fans sporting Mountain Dew tattoos can enter a contest for the chance to receive an upgraded version of their ink featuring the brand’s new logo — and an all-expenses-paid trip to Las Vegas to go with it.

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Tattoo Contest Details

According to a press release, the contest is open now through May 31. Winners will be flown to Las Vegas, where they will receive a fresh tattoo of Mountain Dew’s updated logo at Mario Barth’s Starlight Tattoo Studio, located at Mandalay Bay Resort.

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To enter, participants must post a photo of their existing Mountain Dew tattoo to Instagram or other social media platforms using the hashtag #DoTheDewTattooSweepstakes. As of May 8, only two entries were visible under the hashtag on Instagram.

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Apparel Collaboration with Dickies

For fans seeking a less permanent way to show their brand loyalty, Mountain Dew has also launched a limited-edition apparel line in collaboration with Dickies. The collection aims to celebrate the brand’s adventurous spirit with a modern spin on classic workwear.

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The shirts feature:

Bespoke patches and vintage-inspired detailing,

Nostalgic nods to the 1980s “Gimme a Dew” jingle, using original Mountain Dew fonts and logos in heritage green,

A front red patch commemorating the brand’s 77-year history, opposite the updated Mountain Dew logo on the chest.

The shirts are available exclusively on TikTok Shop, bundled with two 10-packs of Mountain Dew Minis, priced at $24.99 plus shipping.

A New Era for the Brand

These promotions come as part of a broader rebranding campaign. The company is reintroducing its iconic 1980s jingle “Gimme a Dew” in a new 30-second television commercial, blending nostalgia with a contemporary flair.

“Mountain Dew is reviving its iconic ‘80s jingle with a modern twist, staying true to the brand’s roots of having a damn good time with friends,” the company said in a release.

The campaign signals a fresh chapter for the brand as it leans into its bold, fun-loving identity.

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