- Mountain Dew is going both retro and modern by updating its brand logo for the modern age and reviving its classic “Gimme a Dew” jingle.
- The updates will be showcased in a new TV commercial featuring the brand’s spokescharacter, “The Mountain Dude,” and through other activations, including a robust out-of-home program.
- The brand is also offering loyal fans who have permanently tattooed the old logo on their bodies the opportunity to get a free update via a sweepstakes. The prize will also include a two-night stay at Mandalay Bay in Las Vegas.
“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,” said Mark Kirkham, chief marketing officer, PepsiCo Beverages US, in a statement. “Starting now and all summer long, we’re creating unforgettable experiences that embody the Mountain Dew spirit, captivating our loyal fans and embracing the next generation of Dew drinkers.”
The new television commercial introduces the new look and jingle in much the same way the brand’s current batch of commercials have run. A young man sits at home bored, when the brand’s new spokes character, “The Mountain Dude,” breaks the monotony to say “the mountain is calling.” The two are then on an adventure that includes friends, a bear paddling in a raft and cliff diving. The updated jingle, performed with a bit of a syncopated beat, begins at the same time as the mountain adventure.
In addition to the television commercial, the brand will be rolling out an extensive out-of-home campaign that includes a takeover of the Sphere dome in Las Vegas for the week of May 2-9. The brand has also staged drone shows in Chicago, Iowa, Utah and Texas, and has a large placement on the JW Marriott in Indianapolis in advance of the Indy 500.
Mountain Dew is also partnering with Dickies on a classic work shirt that features the brand’s original fonts and logos and a patch denoting the brand’s 77-year history, as well as the new logo. The design was led by PepsiCo’s design team. The short will be sold exclusively through the brand’s TikTok Shop, bundled with two 10-packs of Mountain Dew Minis for $24.99.
Finally, the brand is offering its Tattoo Sweepstakes through which loyal fans who have inked the old logo onto their bodies can get a brand refresh by sending in pictures of the tats for a chance to win a two-night stay at Mandalay Bay in Las Vegas and a new tattoo at Mario Barth’s Starlight Tattoo Studio.
