Hasta La Creative!

Mtn Dew is pulling out all the stops for this summer’s Baja Blast limited-time offering, tapping Dale Earnhardt Jr., Olympic snowboarder Danny Davis and pro-skateboarder Paul Rodriguez for an “Ocean’s Eleven”-inspired video.

For the last 10 years, Mtn Dew has sold its Baja Blast flavor exclusively at Taco Bell. The “tropical lime” flavor was designed to pair well with Taco Bell food and is a hit with its customers — the pale green concoction is outpaced only by Pepsi at its restaurants. Now, PepsiCo is distributing it in stores and throwing its marketing muscle behind what it expects will be the largest limited-time offering in Mtn Dew history. Baja Blast in bottles and cans hits shelves this week and will be available while supplies last, likely through the summer.

Greg Lyons, VP-marketing at Mtn Dew, said that when he joined the brand early last year he asked what the No. 1 from consumers was. “The past few years it has been for us to launch Baja Blast, and we finally reached a way to do it in a way that was a win-win for us and Taco Bell.” He added that the brand had collected 30,000 tweets requesting the flavor in bottles and cans in recent years.

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