The Mountain Dew Baja Blast soda has been re-released by the brand thanks to a long hiatus that was broken thanks to a strong campaign that was started by fans of the sparkling beverage.
The #BringBajaBlastBack campaign was started by members of DEW nation as a way to help incite dialogue between consumers and the brand to identify that demand has remained strong since the initial release. The brand as listened and the soda will be available starting April 23 at retailers nationwide in both bottles and cans.
The Mountain Dew Baja Blast re-release speaks to the increasing power of consumers to influence new products and even revive others that were limited-edition or that attained a cult status.
Fan-Demanded Sodas
Mountain Dew Baja Blast is Back Thanks to the #BringBajaBlastBack Campaign
Trend Themes
1. Consumer-driven Product Revivals - The success of the #BringBajaBlastBack campaign shows the increasing power of consumers to influence the re-release of limited-edition or cult-status products.
2. Social Media Campaigns - The #BringBajaBlastBack campaign demonstrates the effectiveness of using social media as a platform for consumer demand and engagement.
3. Brand-consumer Dialogue - The dialogue created by the #BringBajaBlastBack campaign highlights the importance of fostering communication between brands and consumers to identify and meet demand.
Industry Implications
1. Beverage - The success of the #BringBajaBlastBack campaign suggests opportunities for beverage companies to re-release popular or discontinued products based on consumer demand.
2. Marketing and Advertising - The effective use of social media campaigns, as seen with the #BringBajaBlastBack campaign, presents innovative marketing and advertising opportunities for companies to engage with consumers.
3. Consumer Packaged Goods - The revival of limited-edition or cult-status products, driven by consumer demands like the #BringBajaBlastBack campaign, presents disruptive innovation opportunities within the consumer packaged goods industry.