Pepsi upped the ante yesterday, adding a watch-and-win contest offering a jewel-encrusted Pepsi can and other prizes to its already lucrative National Football League Sponsorship.
Viewers watching the Super Bowl XLI on Feb. 4 will get the chance to win the Super Bowl Edition Pepsi can, made of sterling silver and inlaid with diamonds, rubies and sapphires. The can is estimated to be worth $100,000.
Beginning Saturday, consumers can register for a code at SuperBowl.com/Pepsi. The winning code will be broadcast immediately following the Pepsi Halftime Show during the Super Bowl. The winner gets the can and two Super Bowl tickets for life.
“The audience will not only watch the great entertainment during the halftime show, many will also watch to see if they’ve won these two incredible prizes,” said Cie Nicholson, VP and CMO, Pepsi-Cola North America, in a statement.
The promotion supports Pepsi’s new packaging graphics, which rotate every few weeks with themes attractive to its young target market, like sports, music fashion and cars.
Pepsi has been an NFL sponsor for the past five seasons. Through November 2006, Pepsi spent $64 on advertising, according to Nielsen Monitor-Plus.
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