PepsiCo's Mtn Dew is putting Baja Blast back in stores. But don't take our word for it, or PepsiCo's -- just listen to Dale Earnhardt Jr.
The race car star tweeted the news on Wednesday to his 931,000 followers in the latest example of a brand using a celebrity endorser as an extension of their PR department in a move to drive buzz.
For its first 10 years, Baja Blast was exclusively sold at Taco Bell until PepsiCo decided to offer it at stores for a limited time last summer. The pale green tropical lime drink was such a hit that the brand is once again bringing it back again for a limited time starting April 20. But this time there's an added twist: The soft drink marketer is also making Mtn Dew Sangrita Blast, the citrus punch flavored Taco Bell exclusive, available in stores for a limited time, marking its debut in bottles and cans.
Mtn Dew Baja Blast is the second-largest fountain drink at Taco Bell (the first is regular Mtn Dew), pulling in more than $1 billion in sales since its introduction, according to PepsiCo. The store version launched in May of last year and the brand sold out its inventory in just eight weeks, according to PepsiCo.
"Mountain Dew has always been committed to having ongoing conversations with our loyal fans and really listening to what they want," said Greg Lyons, VP-marketing for Mountain Dew, said in a statement. "After seeing the excitement Dew Nation had with last year's surprise announcement of Mtn Dew Baja Blast coming to shelves, there was no question we had to bring it back."
Mtn Dew began teasing the launch in social media this week. For instance, three days ago the brand posted a photo on Instagram of a couple regular Mtn Dew plastic bottles, with a partial view of a bottle that appeared to contain Blast. It had drawn nearly 7,000 likes as of Wednesday afternoon, including comments such as "I spy baja." On Mtn Dew's Facebook page the brand included an image of Blast in an illustration that also showed skateboards and sneakers.
Mr. Earnhardt's tweet that essentially confirmed the launch was retweeted roughly 1,000 times after five hours and favorited 1,700 times.
For this year's campaign, the brand will re-run a TV ad created last year by Motive (below), but a new voice-over will be added. Also, Mtn Dew Sangrita Blast will be displayed at the end of the spot.