ENCINO, Calif. -- "March Madness" brings added value to basketball for some retailers this year, as a new campaign appropriates the name for a consumer cross promotion between Video Software Dealers Association here and PepsiCo, Purchase, N.Y. on Pepsi products -- including Pepsi, Diet Pepsi, Pepsi One, Wild Cherry Pepsi, Mountain Dew, Diet Mountain Dew and Sierra Mist -- will have inside liners imprinted with the name of a college. If that college becomes one of the "Final Four" in the ...

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