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What people do is buy bottles of Mountain Dew, then redeem the code under the cap to get points. These can then be redeemed at the official site to get in-game items. (The https://mtndewgaming.com/FFXIVdawntrail site wasn’t live as of 11:15am ET on May 16, 2024.) The two in-game items mentioned were the FFXIV Mountain Zu mount, which is a green Zu, and a Sparkling Citrus Refreshment item we can evidently use in-game for an XP boost.

Here’s the official image showing this event. It also noted this is only a promotion in the United States.
The reveal also noted there will be real-world rewards like shirts and a limited edition PC.

Final Fantasy XIV is available for the PS4, PS5, Xbox Series X, and PC, and the Dawntrail expansion debuts on July 2, 2024. The FFXIV Mountain Dew event with Mountain Zu mount runs until July 14, 2024.