PepsiCo is Having a Super Summer

PepsiCo has taken command of stores this month with an extensive tie-in to Superman Returns that includes numerous account-specific overlays.The campaign centers on a "Capture Lex and Win" instant-win game and sweepstakes. Codes provided inside packages of Pepsi-Cola products are submitted to a promotional web site to enter. Thousands of instant-win prizes include Superman toys from Mattel, EA video games, apparel and cash. Consumers who enter codes are automatically entered into the sweeps, which will award a $1 million grand prize. The promotions run through July 16.Secondary promotions include:Frito-Lay hosts an "Ultimate American Adventure" game that awards five grand-prize trips to American landmarks such as Mount Rushmore, the Grand Canyon and the Statue of Liberty. Shoppers enter "Superman Coordinates" codes online to enter between June 5 and July 8. Instant-win prizes including toys and games will be awarded every five minutes during the promotional period. &nbspVariety packs (24-count) of snacks and boxes of crackers contain Mattel Toy Bucks good for Superman Returns merchandise.&nbspQuaker Oats and Tropicana host a "Find Superman and Win" instant-win game that awards 50,000 prizes, including EA video games, Mattel toys, action figures, card games and puzzles. Codes are provided in-pack and entered on a promotional web site. Participating products include Quaker Oats Breakfast Bars and Granola Bars, Cap'n Crunch and Life cereal, and Tropicana Twister and chilled drinks. &nbspThe tie-in campaign also boasts a variety of special packaging initatives. One billion cans of Pepsi and Diet Pepsi carry the Superman shield, while 12- and 24-packs are wrapped in "Daily Planet" newsprint and contain exclusive comics created for Pepsi by Superman publisher DC Comics. Elsewhere, thematic packaging will appear on certain SKUs of Frito-Lay brands Lay's, Cheetos and Stax.In addition, a lengthy list of limited-edition products includes SoBe Superman energy drinks, Superman Crunch (Cap'n Crunch with shield shapes that turn milk blue), Superman Life (containing honey-flavored shields), Quaker Chewy Superman Chocolate Chip Granola Bars (with red and blue chocolate chips) and Four Cheese Pasta Roni (with shield-shaped pasta). TracyLocke, Wilton, CT, handles promotions and in-store activity. Tribal DDB handles online work. Davie-Brown coordinates PepsiCo's entertainment ties.The retail schedule boasts a wide array of P-O-P materials including floorstands, headers, shelf signs and pole toppers supporting both the brand-side promotions and a multitude of account-specific campaigns at supermarkets, mass merchants, drugstores and c-stores. The inventory includes two interactive displays: one for Frito-Lay with a sound amplifier that lets shoppers test their "super hearing" while eating snacks, and one for Pepsi that lets shoppers test their "super strength" by spinning a wheel.The tie-in earned PepsiCo a commanding presence in store lobbies and perimeter locations at numerous chains. Account-specific overlays include:a summer-long effort at 7-Eleven that broke June 1 and centers on themed Slurpees (Mountain Dew Arctic Burst and Mountain Dew Kryptonite Ice) and limited-edition fountain cups. Co-branded signage also promotes Mountain Dew and new guacamole-flavored mini Doritos -- dubbed "Kryptonite" for a limited time -- with a "Power Up on Taste" tagline. (See Images at right.)&nbspa Father's Day-themed effort at Kroger that gave frequent-shopper cardholders $5 off private-label beef with the purchase of five PepsiCo products. (See Images at right.)&nbspan instant-win game at Rite Aid executed via on-pack game pieces. The game was introduced in the chain's June 4 circular. (See Images at right.)&nbspspecial events at Wal-Mart on July 1 built around the interactive displays.&nbspa two-pronged promo at Publix dangling a free lunch kit (Superman-logoed container and PepsiCo SKUs) with purchase of three PepsiCo products. Shoppers who submit redemption forms are automatically entered into a sweeps giving away 500 Publix gift cards of $100. (See Images at right.)&nbspan offer for $5 off any Superman toy or DVD with the purchase of six Quaker Oats items at Ahold USA's Stop & Shop -- although a "5 for $10" offer on Pepsi 12-packs is gaining more attention in stores. (See Images at right.)&nbspan offer for a free ticket to the movie for Safeway frequent-shopper cardholders who purchase one Quaker Oats cereal, two Frito-Lay SKUs and one 24-pack of Pepsi. &nbspa sweeps at Meijer awarding three $10,000 shopping sprees and 100 $100 store gift cards. A full-page feature in the chain's June 25 circular promotes the Mattel Toy Bucks giveway and cross-merchandises PepsiCo products and Superman toys. (See Promotions at right.) &nbspan instant-win promotion at regional chain Hy-Vee featuring game cards scanned at special displays.&nbspan offer for $5 in Fandango movie cash at Longs Drugs with the purchase of two 24-packs of PepsiCo products. &nbspThe film opens June 28. Warner Bros. pushed up the movie's original June 30 release date (visible on some of Pepsi's P-O-P materials).

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