Pepsi Blitzes Stores with 'Super' Rebate

PepsiCo is uniting its beverages and Frito-Lay snacks for a Super Bowl-slanted Power of One campaign offering mail-in rebates on multiple purchases. To receive $10 back for a "Super Bowl bash," consumers must purchase three 12-packs or two 24-packs of Pepsi soda and three bags of any Frito-Lay snacks. Participating products include Pepsi, Diet Pepsi, Pepsi Vanilla, Sierra Mist, Mountain Dew, Doritos, Fritos, Tostitos and Ruffles. The offer runs through Feb. 1. In-store support includes lobby spectaculars featuring a variety of P-O-P materials. Tearpads deliver the rebate form (and ask shoppers to identify their "favorite Pepsi retailer"). Participating retailers include Wal-Mart, A&P, Pathmark and Walgreens. CVS personalized the rebate by offering $10 in Extra Bucks rather than straight cash.ShopRite featured a similar offer -- but without the Super Bowl tie -- in its Dec. 27 circular. To receive the rebate, members of the chain's PricePlus loyalty card program must purchase five Pepsi 12-packs and three bags of potato chips. In its Jan. 25 circular, the retail co-operative (owned by Wakefern Food Corp.) featured the offer and rebate form amidst heavily discounted Pepsi products (12-packs at four for $10).Stop & Shop, which began devoting some store-front promotional areas to the spectaculars in late December, highlighted the offer in its Jan. 25 circular, sweetening the deal by discounting Pepsi and Frito-Lay products enough (12-packs at three for $6, Lay's chips at three for $4) to make it a full rebate. The chain also offered a free two-liter bottle of Pepsi and 5.5-ounce bag of Lay's with the purchase of deli platters and other party treats.PepsiCo is an official marketing partner of the National Football League and the Super Bowl. The typical supermarket shopper buys two Frito-Lay products and two Pepsi products each store trip in January, according to Information Resources, Inc. data used by Frito-Lay in a trade advertising campaign.

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