Pepsi Takes 'Shrek 2' 'Far, Far Away'

PepsiCo has united two of its soda brands for a "Far, Far Away" instant-win game offering 24 trips to New Zealand as a part of the CPG company's tie-in to the fairy-tale film Shrek 2. Game pieces are found inside specially marked 12- and 24-packs of regular and diet Pepsi and Sierra Mist. Consumers can enter a sweepstakes offering the same prize at sierramist.com through June 24. DreamWorks SKG's Shrek 2 opens in theaters today.Twelve- and 24-packs also carry an offer for a free two-liter bottle of Sierra Mist with the purchase of two Pepsi or Sierra Mist 12-packs or one 24-pack. The effort has brought Pepsi incremental display space at retailers including Wal-Mart, A&P, Stop & Shop and Safeway's Dominick's. Retailers such as Pathmark are supporting the promotion with pole toppers and other signage. Pepsi and Sierra Mist have orchestrated numerous account-specific programs over the past few weeks: Wal-Mart stores carry a "Put the Shades on the Donkey" interactive display that challenges shoppers to help the film's donkey find his glasses. Albertsons offers shoppers who purchase Pepsi products the chance to win one of four Shrek bobbleheads. The program spans a four-week period starting on May 24. Kroger's Dillons awards a free Pepsi 12-pack with the purchase of five select Pepsi items. Ahold USA's Tops Markets and Giant Food awarded free "ogre-sized" Shrek ears with the purchase of Pepsi products. Safeway gives shoppers $5 off their checkout total with the purchase of four Pepsi or Sierra Mist 12-packs. Longs this week offers a free two-liter bottle of Pepsi, Diet Pepsi or Sierra Mist with the purchase of Shrek/Shrek 3-D (DreamWorks' two-disc package, which includes the first film and a 3-D trailer of the sequel). 7-Eleven is also touting Shrek 2 via Pepsi. This month, the chain's Sierra Mist Slurpee will come in one of three 40-ounce collectible cups. Supporting P-O-P includes window banners, translite images on fountain boards and header cards. The c-store is also dedicating temporary endcap displays to Frito-Lay's Twisted Cheetos and other Shrek-related merchandise, food and candy. Frito-Lay has rounded up its Cheetos, Lay's, Ruffles and Doritos brands for a "Swing Into Summer" sweeps and instant-win game. Through July 10, consumers can visit fritolay.com to enter for a chance to win a getaway trip to the destination of their choice. The seven options include North Island in the Indian Ocean, a private island resort in Fiji, the Galapagos Islands, the Canadian Rockies and Switzerland. For the instant-win portion, thousands of prizes will be distributed weekly, including mobile DVD players, car coolers and Shrek beach mats. Elsewhere, Frito-Lay sponsors a sweeps at Meijer dangling an eight-foot-tall inflatable Shrek. Shoppers can enter the sweeps in stores through May 22; 150 will be awarded chain-wide. That same day, Meijer will host a Cheetos Twisted sampling event. Tracy Locke Partnership, Wilton, CT, handles the promotions and P-O-P for PepsiCo.

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