Britvic and PepsiCo have lined up a cricket-related push for the Pepsi Max soft drinks brand in the UK.

The two companies said yesterday (27 April) that the campaign, known as 'Max it for a Million', will tie in with Pepsi's global partnership with the ICC World Twenty20 2009 to be held in England in June.

Consumers will have the chance to win GBP10,000 (US$14,596) per day during the cricket tournament, while an extra GBP1,000 will be given away each time a six is scored.

Consumers need to enter the ten-digit code on can ring pulls or labels from any Pepsi Max, Pepsi Regular or Diet Pepsi format at to see if they have won.

The ICC World Twenty20 England 2009 sponsorship will be supported by a marketing campaign to drive sales throughout the tournament, including TV, press, PR and point of sale material to create awareness of the campaign in-store.

The promotion will run until 21 June.

Britvic produces, markets, sells and distributes Pepsi, 7Up, Gatorade, V Water, Lipton Ice Tea under exclusive license to PepsiCo in the UK.