Mtn Dew Celebrates 20th Baja Versary


Mountain Dew is kicking off 2024 with a yearlong campaign to celebrate the 20th anniversary of Taco Bell fan-favorite Baja Blast. The brand will be promoting Mtn Dew Baja Blast and Mtn Dew Baja Blast Zero Sugar in store on retail shelves nationwide for the rest of the year. Shoppers can scan the bottles and collect coins for a chance to get epic gear, accessories, electronics and deals from Taco Bell.

“MTN DEW BAJA BLAST has cemented its place as a fan-favorite flavor in pop culture and as a staple in countless Taco Bell orders, so we knew we had to celebrate its 20th anniversary in a big way. Nothing’s better than giving fans what they’ve asked for, with a few additional surprises to keep the celebration going all year long,” said JP Bittencourt, Vice President of Marketing at MTN DEW. “Thank you to all the BAJA BLAST lovers over the last 20 years. Because of you, everyone nationwide can now buy the beloved flavor in-stores and as always, at Taco Bell, all year long and earn rewards while doing so… that’s a win-win.”

In addition to the instore and online support for this campaign, Mountain Dew will be making its debut at the NFL’s Big Game in 2025.



To be sure that shoppers can easily find Baja Blast in store, the brand created this vibrant floor merchandiser to create off-shelf awareness. The main structure, a robust stacker display, was used to support a lot of weight, 75 bottles to be exact.

A ‘beachy’ graphic dress up kit, consisting of two side panels and a curved riser, were used to highlight the various brand assets associated with the campaign and bring recognizable attention to the Dew Nation. This floor display checks off all the boxes that brands and retailers are looking for when it comes to POP displays at retail.







Sources include:

Mtn Dew





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