If you happen to have a tattoo of the Mountain Dew logo, we have some great news for you

The odds of winning the lottery are about one in 300 million. If you have a tattoo of an old Mountain Dew logo on your body, your odds of winning Mountain Dew’s new sweepstakes are much, much higher.

The soda’s owner, PepsiCo, is launching the contest to celebrate Mountain Dew’s new logo hitting store shelves. It’s asking people who have a tattoo of the old Mountain Dew logo to upload a photo to social media and tag Mountain Dew for a chance to win a trip for two to Las Vegas to get a tattoo of the new logo.

Last year, Mountain Dew retired its jagged, abbreviated “Mtn Dew” logo introduced in 2009 for a new logo that spells out the citrus soda brand’s entire name. If the old visual identity was styled in the fashion of Y2K-era extreme sports and gaming, the new one was designed to look modern, outdoorsy, and retro-inspired. The new brand mascot, “Mountain Dude,” wears long hair, aviators, and a green fur coat to convey its new brand persona.

The contest is a bid to promote the rebrand with the drink’s most devoted fans: people who love Mountain Dew so much they already made it permanent. Entrants just have to post a photo of their tattoo with the hashtag #DoTheDewTattooSweepstakes on Instagram or X—and no cheating, since tattoos have to be from before May 6, 2025, when the contest began.

PepsiCo estimates there are “hundreds” of people with the old logo, though a cursory search shows just five accounts have posted photos of old Mountain Dew logo tattoos. The contest will award five winners, so if you’re a legal U.S. resident of one of the 50 states or Washington, D.C., and at least 21 years old with an old Mountain Dew logo tattoo, you could likely win one of the sweepstakes prizes: round-trip flights for two to Las Vegas, a three-night’s stay at the Mandalay Bay luxury resort and casino, and some spending money ($500 for fun and $900 in credits for food and beverage).

Who is getting this tattoo?

Getting a logo tattoo is a high-commitment act of loyalty to a brand, but companies have found plenty of willing fans to trade their skin for prizes. There were 381 people who agreed to get Domino’s logo tattooed on their bodies to win a “100 pizzas a year for 100 years” promotion in Russia in 2019, and Subway awarded as many as nine winners to get tattoos to win free sub sandwiches in 2022.

For Mountain Dew, though, it’s latest promotion is all about fan service and the love of the game. It’s not handing out free cases of soda in return for getting a tattoo like brands have done before. Instead it’s rewarding people who already had tattoos of the logo. It’s a branding stunt, sure. But it’s also a brand heritage play, since it’s all about past iterations of the logo. Should winners feel attached to their current Dew tattoo, the sweepstakes fine print is on their side: Instead of getting inked with the new Mountain Dew logo, they can just pocket the $2,000.

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