Pepsi to Pay Consumers $5 Million for Super Bowl Ads

Pepsi is paying a total of $5 million to winners of its Super Bowl ad contest.
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NEW YORK (TheStreet) -- Pepsi (PEP) - Get Report is getting ready to turn to the consumer's creative talents and pay out a total of $5 million to winners of its Super Bowl ad contest.

For the first time, Pepsi's Doritos brand -- a part of the Frito Lay division -- is partnering up with the Pepsi MAX brand for the contest, which is being launched in L.A. on Wednesday featuring Betty White. "We want our consumer to go bigger, to double their chances to win," Ann Mukherjee, chief marketing officer of Frito Lay said.

White recently hosted

Saturday Night Live

after months of campaigning by members of the Facebook community, and White's Super Bowl ad was immensely popular.

Pepsi Grabs Betty White For Superbowl

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This year contestants can create and upload their 30-second commercials for Doritos chips or Pepsi MAX or both to crashthesuperbowl.com from September 27 to November 15. Those who make it to the top ten finalists shortlist -- to be announced in January -- will each win $25,000.

An award of $1 million will be paid for an ad that scores number one on the

USA TODAY

ad meter, $600,000 for an ad that scores number two on the ad meter and $400,000 will be awarded for an ad that scores number three. The individual whose ad scores highest will be hired by PepsiCo to create an ad to feature both brands to air next year.

-- Written by Andrea Tse in New York.

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