Soft drinks producer Jones Soda Co. is running an under-the-cap promotion sweepstake in collaboration with the video game company Nintendo of America. The promotion runs from 1 August to the end of October in the US and western Canada.

Open to consumers aged 13 and over, the promotion will see Jones Soda bottles bearing specially marked black caps while back labels will also include information about the competition. Limited edition labels bearing Nintendo images will be seen on three brands, Blue Bubblegum, Green Apple and Fufu Berry.

To enter consumers must collect five Jones Soda bottle caps with letters that spell out J.O.N.E.S. and submit them. One Grand Prize winner will receive a flat screen TV, a Nintendo "GameCube" video game system, two Nintendo DS video game systems, three Nintendo GameCube games and two Nintendo DS video games. The winner will also have the chance to win US$25,000 in cash. A further 75 first prize winners will each win a Nintendo DS video game system. Instant prizes will also be available.

"Nintendo targets the same teen demographic as Jones Soda, which makes this a perfect cross-marketing promotion," said Jones Soda CEO, Peter van Stolk.