Pepsi Lets Promotions Fly Around Superman Returns

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Pepsi Lets Promotions Fly Around Superman Returns

PepsiCo -- the official food and beverage partner of Warner Bros. Pictures' highly-anticipated film, Superman Returns -- is launching several exclusive promotions, packaging and new products to celebrate the movie's release on June 30.

"Warner Bros. has been a great partner and their team has worked with us across all of the divisions to develop fresh, exciting promotions that celebrate Superman Returns," said Ralph Santana, vice president of marketplace initiative development for Pepsi-Cola North America, based in Purchase, N.Y. "Superman is a classic character that transcends generations. This alliance has allowed us to bring our consumers closer to one of the biggest movies of the summer."

Throughout this summer, Mountain Dew Arctic Burst and Mountain Dew Kryptonite Ice- flavored Slurpee drinks will be available in limited-edition Superman Returns cups exclusively at participating 7-Eleven stores. In addition, Pepsi will place Superman Returns-themed interactive displays in the aisles of retailers throughout the country.

Pepsi, too, is offering a guaranteed $1 million reward to the winner of the national "Capture Lex and Win" sweepstakes. To play, consumers enter codes found on specially-marked packages of Pepsi products at to view a video story. Thousands will learn the whereabouts of Lex Luthor and win an EA Superman Returns video game, a Superman Returns toy from Mattel or a $10 cash reward. Each code entry also automatically enters the consumer into a Grand Prize drawing for the $1 million cash reward for capturing Lex Luthor.

As part of the promotion, the Pepsi and Diet Pepsi brands will each have a special design on its cans featuring the Superman shield against the can's graphics, while a limited-edition SoBe Superman energy drink will be available in participating stores nationwide.

Additionally, participating 12-packs and 24-packs of Pepsi products will be wrapped in Daily Planet newsprint, including a special Superman Returns comic that ends with a cliffhanger, created by DC Comics exclusively for Pepsi. Consumers can log onto to learn more about the comic's evolving story, which will be updated each week.

Race car driver Jeff Gordon will drive his Pepsi Chevrolet in a special Superman Returns paint-out car at the Pepsi 400 on July 1. The car is designed to replicate the image of a soaring Superman with a red roof and blue hood that features the iconic Superman shield, along with Pepsi graphics. Brandon Routh, star of Superman Returns, will serve as the Grand Marshal of the race, which will take place in Daytona, Fla.

The Frito-Lay brand is also taking part. Lay's Potato Chips is giving consumers the chance to win The Ultimate American Adventure with the help of Superman. From June 5 through July 8, participants can visit to enter the "Superman Coordinates" code found inside specially-marked bags of Lay's for their chance to win. Five grand-prize winners will receive an Ultimate American Adventure for four people at iconic American landmarks, such as the Statue of Liberty, Mount Rushmore, the Grand Canyon or the Kennedy Space Center. Other prizes will be given away every five minutes of the promotion, including Superman-themed toys and games.

Inside specially marked Frito-Lay 24-count snack packages and Frito-Lay crackers, consumers can find Superman Returns Mattel Toy Bucks for discounts on must-have toys including action figures and the Superman Returns R/C Flying Superman figure from Mattel.

Additionally, Superman Returns thematic packaging will appear on other Frito-Lay products, including Baked! Lay's Original, Baked! Lay's Cheddar Sour Cream, Baked! Cheetos Crunchy and Baked! Cheetos Crunchy Flamin' Hot, and Lay's Stax Spicy Buffalo Wings.