For its 20th anniversary this year, fan favorite Mountain Dew: Baja Blast is being released from its hyper-exclusive and/or limited release status to become a permeant fixture in the PepsiCo Inc. lineup, much to the delight of its addicted, devoted, and casual consumers alike.
Imagine a world where your favorite little treat was locked away indefinitely. A store exclusive, the only way to get this treat was visiting a food chain that only sometimes held it. In such dire circumstances, what would you do to get your hands on that treat?
EpitaphILIP (via GamerFAQs)
Microsoft Paint drawing of the soda steal backpack, a basis for Cybershell’s documentary and a recreation by Allen Pan.
This hypothetical is based on the former reality of Mountain Dew: Baja Blast. Released as a Taco Bell original, this drink was described by QSR Magazine as “a Mexican-inspired tropical lime flavor” and instantly gained a cult following that was desperate for another taste.
Enter “Operation Soda Steal”, designed by GamerFAQs user EpitaphILIP in August 2008. It was first drawn in Microsoft Paint, but was designed in real life and used to steal 2 gallons of Baja Blast. The full saga inspired documentaries and mimics, including one from YouTuber Allen Pan 13 years later.
It wasn’t until 2014, a decade after its release, that Baja Blast came to stores as a limited release. Since then it has been available every summer, but remained exclusive to Taco Bell any other time of year. New flavors joined the original drink’s release each year, but were pulled off the shelves at the same time.
However, in the summer of 2023, a group received information that Baja Blast was to become a permanent flavor. This group, Team Supernova, had previously leaked information on Mountain Dew flavors. The release date? January 2024 – the 20th anniversary of the flavor’s original release.
Sure enough, Mountain Dew launched its 20th “Bajaversary” campaign on the new year, along with a permanent release of the flavor. The campaign site advertises earning coins for buying Baja Blast and getting swag with enough coins.
Additionally, a Super Bowl LVIII commercial is planned to advertise the flavor’s freedom from the clutches of exclusivity. Despite the anniversary branding for this year, Baja Blast will extend to 2025 and beyond. However, it’s still subject to the fate of other discontinued flavors if sales decline.
Is Mountain Dew making the right move, or will the drink lose traction without its exclusivity? For now, only time will tell.