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Pepsi Helps Market "Superman Returns"

As the summer movie season has gotten underway in the United States, movie producers, film companies and various product companies are inking deals to promote both the products and the movies in that time-honored marketing partnership that is a staple of Hollywood. This summer?s big movies have all manner of marketing partnership with shoe companies, clothing lines, and food products. For it?s part, PepsiCo has partnered with Superman Returns makers to help promote the Man of Steel?s first feature film in almost two decades.

Pepsi, Diet Pepsi, Caffeine Free Diet Pepsi, Mountain Dew and Sierra Mist are the participating brands of the Pepsi Company during this Superman Returns promotion. Pepsi is even going so far as to feature the ?S? emblem of the Last Son of Krypton on its cans for a limited time. The Superman Returns film is set to be released in U.S. theaters and around much of the world at the end of June 2006.

By offering a cash prize of $1 million, PepsiCo is hoping ? with good reason ? that Superman fans and Pepsi drinkers alike will purchase more soda than usual in the hopes of getting a winning code. Pepsi has also launched a ?Daily Planet? website, using the newspaper of record from the Superman-mythos and characters from the comics and movies, to promote this $1 million contest (with other prizes being offered as well) that centers around a search for Superman?s arch-nemesis, Lex Luthor.