As part of the "Bajaversary" marketing campaign, the previously Taco Bell-only Mountain Dew Baja Blast will now be available at US retail locations for an entire year.

According to a news release, Mountain Dew is celebrating the 20th anniversary of Baja Blast by airing the first-ever Super Bowl commercial in support of the taste. The advertisement has a tropical motif. 

Although Baja Blast was first created as a store-only offering to boost sales of fountain soda, it has since become a mainstay at Taco Bell. Mountain Dew has tried expanding the beverage's retail availability and offering it in a variety of formats, such as alcoholic and energy drink versions, but never on the national level as it is doing with the "Bajaversary" promotion.

A rewards program will be part of the celebration, allowing customers to accumulate coins with every purchase of Baja Blast or Baja Blast Zero Sugar through the year 2024. Electronics and other stuff that will be available at an online Baja Blast Shop can be redeemed for points.

The first-ever national Big Game appearance of Mountain Dew Baja Blast is scheduled to take place, but the brand is keeping quiet about specifics, like when the commercial will air during the broadcast and whether or not it will be co-branded with Taco Bell. 

As an official partner of the NFL, PepsiCo usually has a significant presence at the Super Bowl. For more than ten years, the event's popular Halftime Show musical performances were sponsored by flagship brand Pepsi; last year, Apple Music assumed that role.