Mtn Dew's Beloved Baja Blast Makes Highly Anticipated Super Bowl Debut to Mark 20th Anniversary
Mtn Dew's beloved Baja Blast, previously exclusive to Taco Bell, will make its Super Bowl debut on its 20th anniversary As part of the exciting 'Bajaversary' campaign, this fan favorite will be available nationwide at retail outlets for an entire year
Article Brief:
Mtn Dew will run the first Super Bowl ad in support of Baja Blast to celebrate the tropical-themed flavor’s 20th anniversary, according to a press release.
Originating as an exclusive for Taco Bell, Baja Blast garnered a loyal following. Now, after being sold in packaged form on a limited basis for years, the PepsiCo soft drink marketer is making cans and bottles of Baja Blast available nationwide for the first time in honor of the “Bajaversary.” The company aims to expand the appeal of Baja Blast and further engage its existing fandom, with plans to provide rewards to consumers who accumulate points from purchasing the drink, including merchandise and Taco Bell perks.
Article Insight:
Mtn Dew has produced several memorable Super Bowl commercials over the years, such as the notorious “Puppy Monkey Baby” ad from 2016 which combined three beloved elements into one monstrous creation (The controversial concept was briefly brought back in 2022). Now, the PepsiCo-owned brand is aiming to make a similar impact with Baja Blast in order to expand the fanbase of the popular soft drink, which features a lime flavor designed to evoke a tropical, coastal atmosphere.
Baja Blast has become a fixture at Taco Bell, originally created as a store exclusive to boost soda sales. Mtn Dew has explored making the drink more widely available in retail and other formats such as alcoholic and energy drink versions, but now it is focusing on a national scale with the "Bajaversary" campaign.
This celebratory campaign will run throughout 2024 and features a rewards program where customers can earn coins with each purchase of Baja Blast or Baja Blast Zero Sugar. These points can be redeemed for various items, including electronics and gear, at an online Baja Blast Shop.
Mtn Dew Baja Blast will make its first national appearance during the big game, with details of the campaign being kept under wraps. PepsiCo, an official partner of the NFL, traditionally has a strong presence at the Super Bowl. For over a decade, flagship brand Pepsi sponsored the event's Halftime Show, with Apple Music taking over last year.
