American POP Culture

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A Can of Pop That Will Make Rappers Envy

$100,000 sterling-silver can is encrusted with 300 diamonds, 100 sapphires and 100 rubies. Unfortunately, no Pepsi is inside.



In order to put some pop into its sponsorship of the Super Bowl XLI halftime show, Pepsi will give away a $100,000 jewel-studded soft-drink can to a lucky fan.

The sweepstakes winner also will get two Super Bowl tickets every year for life.

"The can is all blinged out," Pepsi-Cola North America Chief Marketing Officer Cie Nicholson says of the sterling-silver can crusted with 300 diamonds, 100 sapphires and 100 rubies. The design was inspired by past Super Bowl rings, as well as by the Vince Lombardi Trophy for the winning Super Bowl team.

Registration at SuperBowl.com/Pepsi begins Saturday, as will TV, radio and Internet ads for the sweepstakes. After people sign up at the site to enter, they will be e-mailed a code number. The winning code will be revealed at the end of the halftime show of the Feb. 4 game on CBS.

While a lifetime of Super Bowl tickets has obvious value, what the winner can do with the ornate can is less clear. "I think they'll build an addition on their house to display it," jokes Nicholson.

(Source: http://www.usatoday.com/money/advertising/2007-01-10-pepsi-usat_x.htm)