Pepsi & Verizon ‘Bebe y Gana’ Promotion.

Verizon Wireless and The Pepsi Bottling Group announced they have wrapped a joint promotion into the sale of Pepsi 24-packs to reach Latino consumers in Southern California.

Through the promotion, buyers of specially marked Pepsi 24-packs, or “Cubes,” at participating Food 4 Less supermarkets throughout Los Angeles and Orange County, will find game pieces in the packaging that give them an opportunity to win LG camera phones, $50 Verizon Wireless gift cards and ear bud headsets during a one-month sweepstakes July 27 through Aug. 24.

Every Pepsi “Cube” buyer is a winner as Pepsi 24-packs will also include a coupon good for $20 off the price of a Verizon Wireless phone with a new two-year customer agreement on any calling plan $39.99 or higher and savings on other Pepsi and Kroger products. (See offer details in front of the Pepsi 24-pack insert.)

“We are pleased to partner with the Pepsi Bottling Company on this innovative promotion that especially rewards Latino shoppers, one of our fastest-growing customer segments,” said Jill Rueckert-Lopez, associate director of multicultural marketing, West area, Verizon Wireless. “It provides us yet another opportunity to introduce wireless users to Verizon Wireless’ bilingual capabilities, which include everything from ‘Mi Cuenta,’ the Spanish version of our popular online account management tool, to our Spanish-language Get It Now(R) Web site where our Spanish-speaking customers can, among other things, download ring tones with a Latin beat, wallpaper and games, while staying informed with Spanish-language news from the Associated Press.”

David Orr, director of field marketing, The Pepsi Bottling Group, Southern California, said: “Reaching the Latino consumer in Southern California is a key priority for both The Pepsi Bottling Group and Verizon Wireless. The two companies have partnered together with a creative promotional program that brings together the best in carbonated beverages and wireless communications to deliver added value in a very relevant way.”

From July 27 through Aug. 24, purchasers of specially marked Pepsi Cubes at Food 4 Less supermarkets will have a chance to win the following prizes:

— 300 Grand Prizes: an LG VX 6100 camera phone + a $50 Verizon Wireless gift card

— 1,500 First Prizes: a $50 Verizon Wireless gift card

— 1,500 Second Prizes: a Verizon Wireless ear bud headset

The Pepsi-Verizon Wireless “Cube Promotion” will be supported through Spanish-language television and radio advertising, merchandising in participating stores, retailer circulars, and specially marked packaging on Pepsi 24-packs.

Following the initial run at Food 4 Less supermarkets, the promotion will be extended to up to 300 local independent Latino retailers in Southern California from Aug. 29 through Sept. 24.