While soda may be unheard of Middle-Earth, Dr Pepper/Seven Up will join forces with New Line Home Entertainment to promote the DVD and VHS release of The Lord of the Rings: The Two Towers. The national promotional campaign will include advertising, in-store and interactive lobby displays, product packaging and Internet support.
Imagery from the movie will appear on product packaging across seven of the company’s soft drink brands including 7 Up, Diet 7 UP, Cherry 7 UP, dnL, Sunkist Orange Soda, A&W Root Beer and Canada Dry Ginger Ale.
Consumers will be able to collect points from specially marked product packages and bid on The Lord of the Rings collectible merchandise in an auction-style process at http://www.LiquidLoot.com, the website for Dr Pepper/Seven Up’s online consumer loyalty program presented by eBay. Consumers will also be able to enter an online sweepstakes for the chance to win a trip to New Zealand.