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PepsiCo -- one of the major licensees for Superman Returns, with numerous promotions and package products tied to the film's release -- has provided The Continuum with a rundown of all its promotions.


"Capture Lex and Win"

Beginning Monday, 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, and 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

NASCAR driver Jeff Gordon, will helm 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 Monday 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

* 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.

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