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PepsiCo lines up Cyberpunk 2077 tie-up for Rockstar Energy

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PepsiCo is to launch limited-edition cans of energy drinks brand Rockstar as part of a sponsorship agreement with one of the biggest video games releases of the year, Cyberpunk 2077.

PepsiCos Cyberpunk 2077 activation includes limited-edition cans

PepsiCo's Cyberpunk 2077 activation includes limited-edition cans

The cans will feature special codes to unlock rewards and prizes related to the game, which will include a digital appearance from actor Keanu Reeves. A limited-edition flavour, Samurai Cola, will also launch ahead of Cyberpunk 2077's release in November.

The tie-up expands PepsiCo's targetting of the video games industry. At the start of this year, the soft drinks giant launched Mtn Dew Amp Game Fuel Zero, a no-sugar product marketed at games players. Mtn Dew also has a number of sponsorship deals with eSports teams, which have become an increasing focus for soft drinks companies as well as brewers. Last year, Anheuser-Busch InBev said Bud Light will be the official beer partner of the Overwatch League, one of eSport's biggest tournaments.

PepsiCo agreed in March to buy Rockstar outright for US$3.85bn. Rockstar was founded in 2001 and operates in about 30 countries.

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