A Mtn Dew and Flamin’ Hot Cheetos mashup is happening, with plenty of merch to woo young consumers.

A Mtn Dew and Flamin’ Hot Cheetos mashup is happening, with plenty of merch to woo young consumers. First there was “Hard Mtn Dew” that the bev brand announced would be hitting shelves next year—giving everyone flashbacks to Four Lokos—and now PepsiCo is expanding its range of Mtn Dew flavors with a brand crossover with Flamin’ Hot Cheetos. According to Mtn Dew’s senior marketing manager, the mashup stems from the company’s “history of experimenting with new flavors our fans love” and says its one of their most provocative beverages yet.” The Mtn Dew Flamin’ Hot can features a blazing red and yellow variant of the beverage’s logo and a revamped Sparky (Flamin’ Hot’s mascot). An animated spot tied to the beverage reveals the origin story of the new flavor and flaunts the partnership’s grunge style, and a Gen Z-inspired food/bev apparel collection is tied to the drink including shirts, hoodies, sweatpants, and accessories with the Mtn Dew Flamin’ Hot iconography emblazoned with skulls, barbed wire, and snakes (talk about edgy). Social media influencers @BaddieWinkle and @GrannyCoyBundy who specialize in “hip and edgy content” are also spearheading the campaign. (AdAge)