• by Danielle Oster , January 31, 2025

PepsiCo’s Mountain Dew teased its Super Bowl ad today, which will continue last year’s focus on Baja Blast.

The brand unveiled a teaser for the ad, created by agency Goodby Silverstein & Partners (GS&P), featuring singer and actress Becky G (Becky Gomez), whose “Encuentros” album released last October reached number 15 on Billboard’s US Top Latin Albums chart.

She has just one line in the 15-second “Tropical Warm Ups” video, which opens on a group of barking seals on a rock, answering “Yeah,” when asked asked by the brand’s Mountain Dude character if they should “bring in the big guy” -- an approach seemingly saving the big reveal for the Big Game (or at least a late date). Becky G also posted about the big teaser reveal on her Instagram page.

Last year, PepsiCo brought Mountain Dew back to the Super Bowl for the first time since 2021, using the “Having a Blast” ad starring Aubrey Plaza as a platform to promote the introduction of the brand's Baja Blast as a permanently available line of flavors.

The decision to expand the availability of Baja Blast for its 20th anniversary appears to have benefited the company. During an earnings call with investors to discuss 2024 Q2 earnings, PepsiCo CEO Ramon Laguarta said Mountain Dew brand had returned to growth, citing “the strategic decision to have multiple flavors driving the brand [as] a structural part of the portfolio versus just an LTO.”

The spot also finds the brand in transition ahead of a visual brand redesign for Mountain Dew’s 75th anniversary, which will roll out later this year. The “Mountain Dude” character appearing alongside Becky G in the ad will likely play a key role in this process. Mountain Dew introduced the character with its “Welcome to Mountain Time” campaign last summer, laying claim to the Mountain Time Zone.