On April Fools’ Day, inspired by its Baja Blast flavor, Mountain Dew offered up a vacation stay at a Baja Bungalow with, among other oddities, a “187,000,000,000,000,000,000-gallon saltwater tank [with] sharks, maybe crabs and weird things that touch your foot and freak you out.” If you read the press release the prank was obvious but it was notable that Mountain Dew used a flavor that hadn’t been on shelves for two years as inspiration.
Cut to today: The company has announced that Mountain Dew’s Baja Blast will be back—available in 20 oz. bottles and 12-packs of 12 oz. cans—for a limited time starting April 23.
“Dew Nation likes to have fun and we knew a good April Fools’ joke like The Baja Bungalow was a creative way to build anticipation around the return of [Baja Blast],” said a representative for the brand.
The rep continued: “As seen by the surge of social media posts to #BringBajaBlastBack, we know how far fans are willing to go for Baja Blast and want to reward Dew Nation for their unwavering loyalty. We joined the conversation with the ultimate post-April Fools’ reward—confirmation that Baja Blast is hitting shelves in a few weeks.”
Mountain Dew is encouraging consumers to post under the #BringBajaBlastBack hashtag and offering the possibility to appear in a promotional video for the flavor on Mountain Dew’s social channels. Another promotion for the beverage comes from race car driver Chase Elliott, whose car will feature a paint scheme of Baja Blast at the Bristol Motor Speedway on April 15.
Agencies involved in the return of Baja blast include Motive (the creative agency), Vayner (social media content), Golin (for PR) and OMD (media buys).