Mtn Dew is back in the Super Bowl for the first time since 2021 with a commercial for its cult-favorite Baja Blast flavor.

Baja Blast, which the PepsiCo-owned brand described as a tropical lime flavor, was initially produced as an exclusive for Taco Bell in 2004 and has been sold in cans and bottles on a limited basis over the years. The flavor will be available in stores throughout 2024.

Goodby Silverstein & Partners will lead the creative, according to a spokesperson. The length of the ad, and when it would run during the Feb. 11 game, will be revealed at a later date.

TBWA/Chiat/Day New York created Mtn Dew’s 2021 Super Bowl ad, which launched its Major Melon flavor, and its 2020 ad, which starred Bryan Cranston in a takeoff of “The Shining.” 

Taco Bell is included in marketing materials promoting Baja Blast’s expanded distribution, including a branded cup appearing alongside Baja Blast and Baja Blast Zero Sugar bottles.

As part of the 20th anniversary celebration, the brand is giving away Baja Blast gear and accessories at Bajablast.com, where fans must enter personal information and scan product packaging to win coins that can be redeemed for the swag. 

“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,” JP Bittencourt, VP of marketing at Mtn Dew, said in a statement.