Taco Bell’s signature Baja Blast was launched in partnership with Mtn Dew 20 years ago and the company is celebrating the milestone with a Bajaversary promotion.
The campaign kicks off July 29 with a free, medium-sized Mtn Dew Baja Blast fountain drink or regular-sized Baja Blast Freeze, available for one day only. On Aug. 13 at 5 p.m., the chain will drop a Stanley x Bajaversary tumbler via its app for rewards members. The first 20 users to redeem a tumbler will also win free Mtn Dew Baja Blast for a year. Also to celebrate, Taco Bell is hosting a $1 Happier Hour every day from 2 to 5 p.m. in which customers can get a $1 medium-sized Baja Blast fountain drink or regular-sized Freeze. This offer runs from July 29 through the end of 2024.
Finally, the Mtn Dew Baja Blast Gelato, first teased during Taco Bell’s Live Más Live event in Las Vegas in February, will be available starting Sept. 3 exclusively for rewards members. The offering, which features the Baja Blast lime flavor, was developed by PepsiCo Foodservice in partnership with Taco Bell and will be available for a limited time. The chain also introduced a Mtn Dew Baja Blast pie during the Las Vegas event, which will be available in restaurants later this year.
"For two decades, Mtn Dew Baja Blast has been the drink that loyal fans just can't get enough of. We're extremely proud of the synonymous, iconic duo Taco Bell and Baja Blast have become," Taco Bell’s chief marketing officer Taylor Montgomery said in a statement. "We're celebrating this incredible milestone just as much as our die-hard Baja fans and can't wait to share even more epic experiences, innovations and rewards as we continue to fuel our fans' love for Baja Blast.”
In a statement, Mountain Dew’s vice president of marketing J.P. Bittencourt added that the company is “constantly inspired” by fans, which drives innovations and exclusive offerings.
Mountain Dew has been available at Taco Bell since Pepsico acquired the chain in 1978, according to Taco Bell Wiki. Baja Blast became an exclusive flavor at Taco Bell restaurants in August 2004. That partnership has since expanded with new flavors and into retail. Last year, a Hard Baja Blast, with alcohol, was launched at select retailers In September 2023, the companies tested two new beverages – the Baja Blast Charged Berry and Mtn Dew Energy Baja Blast – across three restaurants in Southern California and Tucson, Arizona.
Contact Alicia Kelso at [email protected]
