MTN DEW, a brand of Purchase, N.Y.-based PepsiCo, is bringing summer flavors to stores. The original MTN DEW BAJA BLAST and MTN DEW BAJA BLAST Zero Sugar are returning, and will be joined by two new tropical flavors: MTN DEW BAJA MANGO GEM and MTN DEW BAJA GOLD. Additionally, for the first time, the flavor of BAJA BLAST will be available as an energy drink with the launch of MTN DEW ENERGY BAJA BLAST.
“BAJA BLAST is the ultimate summer vibe, and we wanted this year’s celebration to be bigger than ever,” said Fabiola Torres, PepsiCo Energy general manager and chief marketing officer, in a statement. “We know MTN DEW fans love BAJA BLAST and love energy drinks. This summer, for a limited time, fans can get the flavor they love, now with the added benefits of energy to get after whatever their day throws at them. There is a BAJA BLAST for everyone, and I think fans should try them all — the only challenge will be choosing a favorite.”
Of the new releases, MTN DEW BAJA MANGO GEM is an orange tropical mango flavor, and MTN DEW BAJA GOLD is a bright island pineapple flavor, the company says. The new MTN DEW ENERGY BAJA BLAST introduces energy to the BAJA BLAST franchise. It has all the flavor of the original BAJA BLAST and the added benefits of citicoline and caffeine, which provide a jolt of energy and help with mental clarity, with zero added sugar, the company says.
Coinciding with the launch, BAJA BLAST consumers can unlock daily prizes of $1,000 when they enter the Lost Treasures of Baja Island Sweepstakes. The grand prize will be a case of an exclusive, never-before-released flavor, MTN DEW BAJA DEEP DIVE. Only 18,000 cases will be available before MTN DEW BAJA DEEP DIVE, the company says.
“DEW Nation loves BAJA BLAST, and we believe fans will be happy to have it back at retail. But we also wanted to surprise everyone, which sometimes can be hard to do,” said Pat O'Toole, chief marketing officer of MTN DEW. “An unreleased Baja flavor to kick off the summer? I think that's a surprise DEW Nation will be ready for and will want to get their hands on. I hope they'll enjoy BAJA DEEP DIVE as much as we enjoyed creating it.”
Consumers can enter the sweepstakes by entering under-cap codes at TreasuresOfBajaIsland.com. Those who want to enter for a chance at the grand prize, MTN DEW BAJA DEEP DIVE, will need to enter one code from each flavor (three total): MTN DEW BAJA MANGO GEM, MTN DEW BAJA GOLD, and MTN DEW BAJA BLAST OR MTN DEW BAJA BLAST Zero Sugar. Consumers are allowed to submit three entries a day.
MTN DEW ENERGY consumers also can enter their own MTN DEW ENERGY sweepstakes on TreasuresOfBajaIsland.com. By scanning their MTN DEW ENERGY BAJA BLAST cans, they will have another chance to win the daily $1,000 prize and other great prizes, including a free sampling of MTN DEW ENERGY BAJA BLAST and other flavors, plus some cool limited-edition swag.