Fast feeder Taco Bell has entered into an exclusive deal with Pepsi, to make Mountain Dew Baja Blast available exclusively at its restaurants nationwide.
Mountain Dew Baja Blast features a Mexican-inspired tropical lime flavor and a turquoise-green color, and marks the first time an international beverage company and QSR have collaborated to create a proprietary beverage specifically designed to complement the chain’s menu items.
Baja Blast launched July 29. Taco Bell and Pepsi, who have been business partners since the 1970s, conducted research to ensure the name, color and the taste complemented Taco Bell menu items and live up to the personalities of both brands.
The new drink will be supported nationally with a multi-million dollar marketing campaign including in-store P-O-P, on-line and print media buys and 60-second radio spots on ESPN. Extensive sampling events will also take place at 5,400 Taco Bell restaurants and in top markets across the country to drive trial and awareness.
“Pepsi has proven to be a true strategic partner and understands our needs to continue to differentiate ourselves in the marketplace,” Greg Creed, Taco Bell’s CMO said, in a statement. “We continue to reinforce our ‘Think Outside The Bun’ message by offering food, and now a beverage item, that consumers can’t get anywhere else.”
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