Big Pepsi promotion

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Pepsi-Cola Co. unveiled a frequent-buyer program that will reward consumers with $125 million in free merchandise over the next seven months. "Pepsi Stuff" will be the biggest consumer promotion in Pepsi-Cola Co.'s history, the company said, bigger even than the Pepsi Challenge. Beginning next week, consumers who buy Pepsi products can collect "Pepsi Points" and redeem them for items such as clothing, duffel bags, sunglasses and mountain bikes. The company will distribute more than 170 million catalogs of available merchandise and award more than 4 million items. Pepsi will advertise the promotion via TV, radio, print, outdoor, the Pepsi Web site and in stores. BBDO Worldwide, New York, is the agency.

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