PepsiCo announced today that soft drink Mtn Dew Baja Blast is evolving from an exclusive Taco Bell drink (except during the summer when it’s sold nationally) to a beverage that will now be marketed all year round and nationwide in stores as part of the beverage company’s permanent lineup. 

It will still be available at Taco Bell, where it has been served since its launch in 2004.  

To help get the message out, Baja Blast will be making its first appearance in the Super Bowl next month. The company did not provide specifics, such as how many spots or in which quarter(s) the beverage will appear. Nor did it say which ad agency will make the Baja Blast spot(s). 

One possibility, however, is TBWA\Chiat\Day New York, which won the Mnt Dew account in 2019 and created a spot for the brand in the 2020 Super Bowl. 

The brand expansion comes as the drink turns 20. A series of celebrations is being planned for throughout the year.  

One promotion will allow fans a chance to earn rewards (“Baja” gear) with purchases of Baja Blast and its sugar-free version both in stores and at Taco Bell locations.