Dive 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.
- Baja Blast was originally produced as an exclusive for Taco Bell, where it garnered a dedicated following. The PepsiCo soft drink marketer has subsequently sold the brand in a packaged form on a limited basis over the years but is making cans and bottles of Baja Blast a nationwide fixture for a full year for the first time in honor of the “Bajaversary.”
- While details on the big game push were limited, Mtn Dew is hoping to expand Baja Blast’s appeal and deepen its existing fandom. The company will also dole out rewards to consumers who accrue points from purchases of Baja Blast, including merchandise and Taco Bell perks.
Dive Insight:
Mtn Dew has crafted some iconic Super Bowl ads over the years, including the infamous “Puppy Monkey Baby” spot from 2016 that mashed up three things viewers found endearing into one Frankenstein-esque monster (The divisive concept was briefly resurrected in 2022). Now, the PepsiCo-owned brand is vying to create a similar splash for Baja Blast to grow the audience of the cult favorite soft drink that carries a lime flavor meant to evoke tropical, seaside vibes.
Baja Blast has become a staple at Taco Bell, where it was originally developed as a store exclusive to increase fountain soda sales. Mtn Dew has experimented with making the beverage more widely available at retail and in different formats, including alcoholic and energy drink variants, but never at the nationwide scale it is pushing for the “Bajaversary” campaign.
The celebratory effort will extend throughout 2024 and includes a rewards program where consumers can collect coins with each purchase of Baja Blast or Baja Blast Zero Sugar. Points can be used to redeem goods including electronics and other gear that will live at an online Baja Blast Shop.
Mtn Dew Baja Blast’s debut big game appearance will run nationally, though the brand is keeping mum on details of the campaign, including when the commercial will air during the broadcast and whether it will be co-branded with Taco Bell.
PepsiCo typically has a heavy presence at the Super Bowl as an official partner of the NFL. Flagship brand Pepsi sponsored the event’s blockbuster Halftime Show musical performances for over a decade, with Apple Music taking over those duties last year.
