Dr Pepper
Dr Pepper Exclusive Soft Drink Partner of Spider-Man 2

Building on the incredible success of its Spider-Man marketing partnership in 2002,
Dr Pepper has signed on as the exclusive soft drink of the summer's most eagerly awaited Hollywood release, Spider-Man 2, due in theaters on June 30.

Starting tomorrow through July 31, customers can instantly win Dodge Vipers, Segway Human Transporters and Vespa Motor Scooters by looking in 20-ounce and 2liter bottles, and in 12- and 24-packs of Dr Pepper and Diet Dr Pepper.

Two unique packaging innovations for bottles and cans will fuel excitement. Dodge Viper winners will be notified of their win by a "talking" can. Upon popping the top of a special talking can, the consumer will hear a recorded message that says, "You have won a Dodge Viper! Please refer to the side of this can on how to claim your prize. Congratulations from Dr Pepper!"

In another packaging innovation, 20-ounce and 2-liter bottle purchasers will look through the empty bottle using special "Spidey Eyes" on the back of the bottle to see if they've won.

The prize pool consists of 10 Dodge Vipers, 15 Segway Human Transporters, 15 Vespa Motor Scooters, 3,000 mountain bikes, and yearlong supplies of Dr Pepper.

Chris Creedon, director-promotions for Dr Pepper, believes teaming with Sony on the Spider-Man 2 theatrical release is a high-reward investment in reaching demographics that are important to the Dr Pepper brand. "When we made the decision to sign on as the exclusive soft drink of the original SpiderMan movie, we had no way of knowing it would end up being one of the most successful films of all time," he said. "We have high hopes for similar success with the sequel, and have ramped up our promotion components accordingly. The excitement surrounding the movie, the cool, interactive packaging we're using, and the lucrative prizes at stake could result in a really explosive summer for Dr Pepper and over 3,000 winners."

Extensive retailer programs are planned with Kroger, Safeway, Albertsons, H-E-B, Kmart, Rite Aid, Eckerd, Exxon Mobil, Target, Speedway SuperAmerica, and Super K.

In Spider-Man 2, the latest installment in the blockbuster Spider-Man series, based on the classic Marvel Comics hero, Tobey Maguire returns as the mild-mannered Peter Parker, who is juggling the delicate balance of his dual life as a college student and a superhuman crime fighter. The entertaining adventure escalates and Spider-Man's life becomes even more complicated when he confronts a new nemesis, the brilliant Otto Octavius (Alfred Molina), who has been reincarnated as the maniacal and multi-tentacled Doc Ock.