The popular soft drink Dr. Pepper will team up with the X-Men for a new promotion, just in time for the film's early summer release. On Monday, Dr. Pepper issued a press release detailing plans for the promotion.
The starring attraction will be the chance to instantly win $100,000 by looking under the cap of specially-marked 20-ounce bottles or on game pieces inside specially-marked 12- and 24-packs. Additional prizes include movie tickets and 12-packs of Dr Pepper products.
"The X-Men franchise is a compelling match for our primary promotional target of 12- to 24-year olds," said Cindi Clark, Dr Pepper senior vice president - marketing. "The ability to reach high-volume consumers with such accuracy, combined with the early summer release date, a high consumption period for soft drinks, make X2 a dynamic promotional partner for Dr Pepper and our Dr Pepper flavor extension, Red Fusion."
Dr Pepper will release commemorative cans that feature images of X2 movie characters, and customers can redeem 12 specially-marked Dr Pepper X2 20-ounce labels to receive an exclusive Dr Pepper/X2 T-shirt. The promotion will be supported with point-of-sale materials, promotion- specific television, print, and outdoor, as well as an X2 promotional web site on Dr.Pepper.com . All promotional 12- and 24-packs will carry a next- purchase coupon.