PepsiCo & WB Join Forces on Superman Returns

The Pepsi-Cola Company has released the following announcement about their Superman Returns tie-in promotions:

As America awaits the return of the Man of Steel in Warner Bros. Pictures’ highly anticipated release of Superman Returns on June 30, PepsiCo, the film’s official food and beverage partner, is launching exclusive promotions, packaging and products tied to the movie’s release. More than one hero will be crowned this summer through several interactive sweepstakes.

“Warner Bros. has been a great partner and their team has worked with us across all of the divisions to develop fresh, exciting promotions that celebrate Superman Returns,” said Ralph Santana, VP of marketplace initiative development, Pepsi-Cola North America. “Superman is a classic character that transcends generations. This alliance has allowed us to bring our consumers closer to one of the biggest movies of the summer.”

“We are very excited to be working with the PepsiCo family of brands. We feel they took the time to understand the role Superman plays in today’s culture and Bryan Singer’s vision for the movie. Further, PepsiCo produced some amazing products, packaging and engaging interactive experiences that reflect the themes of the film and the world of Superman. They are a great partner and we look forward to a fun and successful promotion,” said Gaetano Mastropasqua, corporate SVP of global promotions & partner relations, Warner Bros. Pictures.

Below is a snapshot of some of PepsiCo’s unique Superman Returns promotions:

Pepsi-Cola North America

“Capture Lex and Win”

Beginning June 5, Pepsi will offer a guaranteed $1 million reward to the winner of the national “Capture Lex and Win” sweepstakes. To play, consumers enter codes found on specially marked packages of Pepsi products at to view a video story. Thousands will learn the whereabouts of Lex Luthor and win any of the following items: an EA Superman Returns video game, a Superman Returns toy from Mattel or a $10 cash reward. Each code entry also automatically enters the consumer into a Grand Prize drawing for the $1 million cash reward for capturing Lex Luthor. One winner is guaranteed.

Exclusive Limited-Time Offers

As part of the promotion, the Pepsi and Diet Pepsi brands will each have a special design on cans featuring the Superman shield against the can’s graphics while a limited-edition SoBe Superman energy drink will be available in participating stores nationwide. Additionally, participating 12-packs and 24-packs of Pepsi products will be wrapped in Daily Planet newsprint, including a special Superman Returns comic that ends with a cliffhanger, created by DC Comics exclusively for Pepsi. Consumers can log onto to learn more about the comic’s evolving story, which will be updated with a fresh chapter each week.

Jeff Gordon Drives Superman Paint-Out Car at the Pepsi 400

Pepsi’s own superhero, race car driver Jeff Gordon, will drive his Pepsi Chevrolet in a special Superman Returns paint-out car at the Pepsi 400 on July 1. The car is designed to replicate the image of a soaring Superman with a red roof and blue hood that features the iconic Superman shield, along with Pepsi graphics. Brandon Routh, star of Superman Returns, will serve as the Grand Marshal of the race, which will take place in Daytona, Fla.

Exclusive Promotions

Throughout the summer, Mountain Dew Arctic Burst and Mountain Dew Kryptonite Ice flavored Slurpee® drinks will be available in limited-edition Superman Returns cups exclusively at participating 7-ELEVEN® stores. Pepsi will place Superman Returns-themed interactive displays in the aisles of retailers throughout the country, including Wal-Mart, Kroger and HyVee.


“Lay’s Ultimate American Adventure”

Lay’s Potato Chips brand is giving consumers the chance to win The Ultimate American Adventure with the help of Superman. From June 5 through July 8 participants can visit to enter the “Superman Coordinates” code found inside specially marked bags of Lay’s for their chance to win. Five lucky grand prize winners will receive an Ultimate American Adventure for four people at iconic American landmarks such as the Statue of Liberty, Mount Rushmore, the Grand Canyon or the Kennedy Space Center. Other prizes will be given away every five minutes of the promotion, including Superman-themed toys and games.

“Be a Hero. Bring Home the Smiles!”

Inside specially marked Frito-Lay 24-count snack packages and Frito-Lay crackers, consumers can find Superman Returns Mattel Toy Bucks for discounts on must-have toys including action figures and the Superman Returns R/C Flying Superman figure from Mattel.

Exclusive Limited-Time Offers

Superman Returns thematic packaging will appear on other Frito-Lay products, including Baked! Lay’s Original, Baked! Lay’s Cheddar Sour Cream, Baked! Cheetos Crunchy and Baked! Cheetos Crunchy Flamin’ Hot, and Lay’s Stax Spicy Buffalo Wings.


“Find Superman and Win”

Select Quaker and Tropicana products will feature the “Find Superman and Win” promotion, an instant win game that offers over 50,000 prizes including Superman Returns EA video games, Mattel toys, action figures, puzzles, and card games. Consumers can go to to enter the code found on specially marked packages of Cap’n Crunch cereal, Life cereal, Quaker Breakfast Bars, Quaker Breakfast Bites, Quaker Chewy Granola Bars, Pasta Roni, Tropicana Twister and Tropicana chilled drinks. Additionally, various brands will feature a Superman Returns Mattel Toy Bucks on-pack coupon for discounts towards the purchase of cool Superman-themed items.

Exclusive Superman-themed Limited-Edition Products Quaker brings the superhero experience to the table:

– Superman Crunch: Cap’n Crunch with Superman shield shapes that turn milk blue

– Superman Life: Same great Life cereal made with whole grain Quaker Oats with the addition of honey flavored Superman shields

– Quaker Chewy Superman Chocolate Chip Granola Bars: Classic chewy granola bars with red and blue chocolate chips

– Four Cheese Pasta Superman Limited Edition Pasta Roni: Pasta Roni features pasta shaped Superman Shields

About PepsiCo

PepsiCo is one of the world’s largest food and beverage companies, with 2005 annual revenues of more than $32 billion. Its principal businesses include Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. Its portfolio includes 17 brands that each generates $1 billion or more in annual retail sales.

About Superman Returns

Following a mysterious absence of several years, the Man of Steel comes back to Earth in the epic action-adventure Superman Returns, a soaring new chapter in the saga of one of the world’s most beloved superheroes. While an old enemy plots to render him powerless once and for all, Superman (Brandon Routh) faces the heartbreaking realization that the woman he loves, Lois Lane (Kate Bosworth), has moved on with her life. Or has she? Superman’s bittersweet return challenges him to bridge the distance between them while finding a place in a society that has learned to survive without him. In an attempt to protect the world he loves from cataclysmic destruction, Superman embarks on an epic journey of redemption that takes him from the depths of the ocean to the far reaches of outer space.

Warner Bros. Pictures, in association with Legendary Pictures, presents a Jon Peters Production in association with Bad Hat Harry Productions, a Bryan Singer film, Superman Returns, starring newcomer Brandon Routh, Kate Bosworth (Beyond the Sea, Blue Crush), James Marsden (X2: X-Men United, The Notebook), Frank Langella (HBO’s Unscripted), Academy Award-winner Eva Marie Saint (North By Northwest), Parker Posey (Best in Show), Kal Penn (Harold & Kumar Go to White Castle) Sam Huntington (Detroit Rock City), and Oscar-winner Kevin Spacey (Beyond the Sea, American Beauty, The Usual Suspects). Directed by Bryan Singer (X2: X-Men United, X-Men, The Usual Suspects), the film is produced by Jon Peters, Bryan Singer and Gilbert Adler. The executive producer is Chris Lee. The screenplay is by Michael Dougherty & Dan Harris, and the story is by Bryan Singer & Michael Dougherty & Dan Harris. The director of photography is Newton Thomas Sigel A.S.C.; the production designer is Guy Dyas; the film is edited by John Ottman and Elliot Graham; the costume designer is Louise Mingenbach; and the music is by John Ottman. The film is based upon Superman characters created by Jerry Siegel & Joe Shuster and published by DC Comics

About DC Comics

DC Comics, a Warner Bros. Entertainment Company, is the largest English- language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC super heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics’ Web site is located at

SUPERMAN and all related characters and elements are trademarks of and © DC Comics.

Source: Pepsi-Cola Company