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DR PEPPER GIVES LUCKY WINNER
ONCE-IN-A-LIFETIME CHANCE TO APPEAR IN NINTENDO VIDEO GAME
Dr Pepper Takes Individuality to the Max With "Be You. Be in the Game."
Holiday Promotion
PLANO, TEXAS, Sept. 4, 2003 – Dr Pepper wrote the book on individuality, and
this year the soft drink's holiday promotion delivers on that theme with a
bang. In its holiday "Be You. Be in the Game." promotion, one lucky winner will
have the opportunity to appear in a new Nintendo video game.
During November and December, Dr Pepper drinkers can instantly win the chance to
have their likeness appear in an upcoming Nintendo video game, as well as other
prizes. Dr Pepper will be seeding 3,500 prizes including Nintendo GameCube™
systems, Game Boy™ Advance SP systems, and Dr Pepper 12 pack coupons. Consumers
will be able to determine if they are a winner by looking under the caps of
specially marked 20-ounce and 2-liter bottles and on game pieces inside 12-packs
of Dr Pepper, Diet Dr Pepper and Red Fusion.
"Dr Pepper is a one-of-a-kind soft drink, and this year we wanted to create a
holiday promotion that really leverages the brand's originality and generates
both volume and buzz with our 12- to 34-year-old target consumers," said Jim
Trebilcock, senior vice president-consumer marketing. "Coupled with the fact
that video gaming ranks high on the list of leisure activities of this group, a
collaboration with Nintendo, the worldwide leader in interactive entertainment
is an inspired match for Dr Pepper."
Dr Pepper is supporting the promotion with $3 million in network television
advertising that includes a 10-second tag. Outdoor advertising will also be
used. Special packaging for 20-ounce and 2-liter bottles and 12-packs of
12-ounce cans will complement point-of-sale materials that include a display
spectacular shaped like a Game Boy Advance SP system and featuring graphics that
change from a text promotional message to an image of a man "trapped" inside the
Game Boy Advance SP screen as consumers walk by. Other materials include a case
stacker display, pole sign, shelf talker, and static cling signs. The Dr Pepper
website (www.drpepper.com)
will feature a customized area in support of the promotion.
The worldwide leader and innovator in the creation of interactive entertainment,
Nintendo Co. Ltd., of Kyoto, Japan, manufactures and markets hardware and
software for its popular home and portable video game systems. Each year,
hundreds of all-new titles for the best-selling Game Boy® Advance and Nintendo
GameCube™ systems extend Nintendo's vast game library and continue the tradition
of delivering a rich, diverse mix of quality video games for players of all
ages. Since the release of its first home video game system in 1983, Nintendo
has sold more than 1.8 billion video games globally, creating enduring industry
icons such as Mario™ and Donkey Kong® and launching popular culture franchise
phenomena such as Metroid™, Zelda™ and Pokémon®. A wholly owned subsidiary,
Nintendo of America Inc., based in Redmond, Wash., serves as headquarters for
Nintendo's operations in the Western Hemisphere.
Plano, Texas-based Dr Pepper/Seven Up, Inc. is the largest beverage division of
London-based beverage and confectionery firm Cadbury Schweppes plc (NYSE: CSG).
Dr Pepper/Seven Up, Inc. is the largest producer of non-cola soft drinks in
North America, with about 16 percent of the carbonated soft drink market. The
company's leading brands include Dr Pepper, 7 UP, Sunkist, A&W Root Beer, Canada
Dry, Sunkist, Squirt, Hawaiian Punch and Schweppes, as well as the RC Cola and
Slush Puppie brands. For more information about Dr Pepper/Seven Up and its
brands visit www.dpsu.com.
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