Hang on to it Bess! Keep it "new in box" and tuck it away, might bring a pretty penny someday.
I've seen lots of different Pepsi themed lures but that is the first Mt Dew i've seen.. And, believe it or not, there is a growing interest in collecting some of the more unusual Rapala lures. Generally, most interest in lures come from those made in the early 1900's thru about 1950-60. There are exceptions though and that bait you pictured could very well be one of them.
Joey
"It's all about knowing what your firearms practical limitations are and combining that with your own personal limitations!"