Footie ace Lionel Messi has been signed up for a new link-up between Doritos and Pepsi Max.

For two months from June, Messi will feature in a 3D TV giveaway on Doritos and Pepsi Max sold through impulse. Cross-promotional deals will also be run in all retail channels on 2-litre Pepsi Max, Diet Pepsi and Pepsi, and all Doritos 225g packs.

The activity follows the brands’ Fire & Ice promotion last year, which boosted sales of Doritos and Pepsi Max by 16.2% and 40.8% respectively over a four-week period. PepsiCo is planning a Pepsi/Walkers tie-up in the autumn.

Coca-Cola has also begun running cross- promotions with pizza brands on Ocado.