After a successful 2002 run with Spider-Man, Dr Pepper has signed on as the exclusive soft drink of the upcoming Spider-Man 2, due in theaters this month.
In two new instant-win games, tied to the June 30 theatrical release of the Sony film, talking cans will be activated when the top is popped on special cans of Dr Pepper that say, “You have won a Dodge Viper! Please refer to the side of this can on how to claim your prize. Congratulations from Dr. Pepper!” The promotion, which ends July 31, runs in 12- and 24-packs of Dr Pepper and Diet Dr Pepper.
In another packaging design, 20-oz. and 2-liter bottles of Dr Pepper will carry special “Spidey Eyes” that consumers can look through once the bottle is empty to see if they have won.
Prizes include 10 Dodge Vipers, 15 Segway Human Transporters, 15 Vespa Motor Scooters, 3,000 mountain bikes and yearlong supplies of Dr Pepper.
“When we made the decision to sign on as the exclusive soft drink of the original Spider-Man movie, we had no way of knowing it would end up being one of the most successful films of all time,” Chris Creedon, director of promotions for Dr Pepper, said in a statement. “We have high hopes for similar success with the sequel and have ramped up our promotion components accordingly.”
Exclusive retail programs are planned with Kroger, Safeway, Albertsons, H-E-B, Kmart, Rite Aid, Eckerd, Exxon Mobil, Target, Speedway SuperAmerica and Super K.
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