- Mtn Dew will run the primary Super Bowl ad in support of Baja Blast to rejoice the tropical-themed flavor’s 20th anniversary, in accordance with 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 time but is making cans and bottles of Baja Blast a nationwide fixture for a full 12 months for the primary time in honor of the “Bajaversary.”
- While details on the large game push were limited, Mtn Dew is hoping to expand Baja Blast’s appeal and deepen its existing fandom. The company can even dole out rewards to consumers who accrue points from purchases of Baja Blast, including merchandise and Taco Bell perks.
Mtn Dew has crafted some iconic Super Bowl ads over time, 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 the same 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 change into a staple at Taco Bell, where it was originally developed as a store exclusive to extend fountain soda sales. Mtn Dew has experimented with making the beverage more widely available at retail and in numerous formats, including alcoholic and energy drink variants, but never on the nationwide scale it’s pushing for the “Bajaversary” campaign.
The celebratory effort will extend throughout 2024 and features a rewards program where consumers can collect coins with each purchase of Baja Blast or Baja Blast Zero Sugar. Points will be used to redeem goods including electronics and other gear that can live at a web based 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 business will air through the broadcast and whether it should be co-branded with Taco Bell.
PepsiCo typically has a heavy presence on 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 up those duties last 12 months.
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