Dr Pepper activates its tie-in to Twentieth Century Fox’s “X-Men 2” in April with a retail promotion dangling $100,000. Instant-win messages will be posted under the caps of 20-ounce bottles of Dr Pepper (including Diet, Regular and Caffeine Free) and Red Fusion or on game pieces inside 12- and 24-packs. Plano, TX-based Dr Pepper will release commemorative cans featuring movie characters and customers can collect 12 20-ounce labels to redeem a Dr Pepper/X2 T-shirt by mail.
TV and print ads via New York City-based Young & Rubicam, as well as online activity and P-O-P displays from Square One, Dallas, support. The program runs through July.
