Taco Bell’s $1 Million Pesos Promo Touts Mountain Dew Drink
Taco Bell is out with a national beverage promotion dangling 1 million pesos for customers who drink its exclusive Mountain Dew Baja Blast. The sweeps is the first major promotion since the new beverage, created with Pepsi, the maker of Mountain Dew specifically to complement Taco Bell’s food, was introduced last July.
Through June 15, the promotion will be featured on large or extra-large drinks. Customers play by locating an alphanumeric code found on the side of their cup and enter at DewBajaBlast.com.
The grand prize, 1 million pesos (that’s about $88,000, amigos) will be given to one person randomly selected.
The goal of the campaign is two pronged: to alert customers that the drink is exclusive to Taco Bell and that it was developed to go with the menu items, said Sheldon Duncan, senior manager brand marketing for Taco Bell.
“This really fits into our brand voice,” he said. “It’s easy to communicate. Everything you need to know about how to play is on the cups and it’s fun.”
The promotion started April 1. P-O-P in store and at drive through, counter cards and beverage station banners support.
At the dedicated Web site, visitors can design their own surf board or ironing board, click on popular west coast surfing spots to see the waves, view some tongue in cheek surfing lessons, register for the sweepstakes and find Taco Bell locations.
Mountain Dew Baja Blast is a Mexican-inspired tropical lime flavored soft drink. The drink was introduced last July to much fanfare including product sampling at all drive through stations.
Taco Bell, a subsidiary of Yum Brands, Inc., operates more than 6,500 restaurants in the U.S.
