NEWS - Monday, October 3, 2005

Own A 360 Before Anyone Else In Canada

Pepsi® and Doritos® “Be First to Play” contest gives Canadians a chance to win the new Xbox 360 console every hour…before it hits store shelves! MISSISSAUGA, ON – In anticipation of what is expected to be massive worldwide demand for the new Xbox 360 video game and entertainment system, the makers of Pepsi and Doritos are giving Canadians a once-in-a-lifetime chance to win the highly-anticipated next-generation entertainment Xbox 360 prior to general retail availability. In total, Pepsi and Doritos are giving away close to 1,000 Xbox 360 consoles throughout the 6-week contest. For every hour from midnight on October 2nd through midnight on November 10th, Canadians can be eligible to win the new Xbox 360, one of the most powerful and feature-packed entertainment systems ever. All consumers need to do is enter a PIN number (found on labels and inside packages of specially-marked Pepsi and Doritos products) at and they are entered in the hourly draw for a chance to win a console. “This is truly a unique offering for Canadian consumers. Where else can Canadians earn the bragging rights of having one of the first Xbox 360 consoles before they are available in stores?” said Richard Burjaw, Vice President of Marketing at Pepsi-Cola Canada Ltd. “We are always looking for innovative ways to reward our consumers,” said Dale Hooper, Vice President of Marketing at Frito Lay Canada Ltd. “Gaming has become the new social in-thing and the Xbox 360 will provide the ultimate digital entertainment thrill ride.” “This association is a great way to put the future of gaming in the hands of Canadians,” said Jason Anderson, Head of Marketing, Xbox, Microsoft Canada Co. “We are very excited to be working with Frito Lay and Pepsi to give gamers across the country the chance to be first to own an Xbox 360.” Consumers can enter as many times as they like, every hour, as long as they have a unique PIN number. Before general availability, all winners should receive their Xbox 360 and Be First to Play! The odds of winning will vary depending on how many people enter each hour. In advance of receiving their console, winners will receive a “Party In A Box” which will include unique premium items so that the winner can throw an awesome celebration party and secure bragging rights with friends when their Xbox 360 arrives. Consumers will find PIN numbers on the inside of the labels of the following specially-marked Pepsi products: Pepsi, Diet Pepsi, Caffeine Free Diet Pepsi, Pepsi Lime, Diet Pepsi Lime, 7UP, Diet 7UP, Mountain Dew Energy, Mug Root Beer, Brisk Iced Tea and Tropicana Twister. Consumers will also find PIN numbers on the inside packages of the following specially-marked Frito Lay products: Doritos Nacho Cheese, Doritos Zesty Cheese, Doritos Black Pepper Jack, and Lay’s Classic. For more information, please visit


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