PepsiCo has launched a cross-promotion in the UK for its Doritos and Pepsi brands.

The ‘Fire and Ice’ campaign will see the launch of a Doritos line called Jalapeno Fire and lime-flavoured Pepsi Max Citrus Freeze cola. The launches will be supported by a television advert and a digital campaign, the firms said today (20 September).

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An on-pack promotion will also run across all Doritos and Pepsi Max products offering consumers the chance to enter a daily prize draw to win a trip to Las Vegas or Iceland.

PepsiCo said the campaign is the first large-scale cross promotion of its kind in the UK.

Doritos Jalapeno Fire is available in a permanent 250g take-home format (GBP2.37) and limited-edition 175g (GBP1.77) and 40g formats (GBP0.45).

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