A cross-promotional push for Pepsi Max and Doritos has generated a spike in sales of both.

PepsiCo and Britvic teamed up last year to launch permanent brand extension Jalapeño Fire Doritos alongside limited-edition Citrus Freeze Pepsi Max, which were supported by a four-week marketing push encouraging shoppers to buy them together.

The activity contributed to a 16.2% year-on-year hike in sales of Doritos and a 40.8% increase in sales of Pepsi Max [Nielsen 4 w/e 29 October 2011].

Doritos’ research had shown crisps and snacks were often consumed with soft drinks at home but were not often purchased together at the same time.