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eBay, the online auction site, will work with Cadbury Schweppes' Dr. Pepper/Seven Up this summer on a new promotion designed to drive trial and instill loyalty to the soft drink brands.

The promotion is called "Liquid Loot," and when people buy the soft drinks they will get a special code allowing them to go online at eBay and bid for select soft drink-related and entertainment merchandise.
KC's View:
It sounds like a clever idea, but we do have one concern. If you’re not already a fan of one of those brands, what exactly is the incentive for buying a Dr. Pepper so you can go online and bid on Dr. Pepper merchandise?

Just asking.