Pairing Aubrey Plaza’s sardonic wit with #HavingaBlast for a Super Bowl spot touting the latest retail release of the typically Taco Bell tap-only Mountain Dew Baja Blast gave PepsiCo a chance to broaden the 20-year-old brand’s reach beyond die-hards. That was supplemented with a “Live Mas Live” event in Vegas that introduced other Baja Blast-flavored items and launched a Washington Post Baja Blast retrospective.
