EA and the Dr. Pepper Snapple group has collaborated to offer "exclusive" download content for Battlefield 3 via codes with Dr Pepper drinks.
Specially marked bottles and cans of the drink - in the US only, unfortunately - include special codes that can used to redeem a selection of download content for the game currently unattainable in any other way.
It's nothing to go mental over - the codes offer six dog tags (referencing Hello Kitty, Halloween and that awesome YouTube song 'Friday' by the talented Rebecca Black), a PlayStation Home Avatar and a couple of multiplayer skins.
Codes can be redeemed via the official Dr. Pepper page.
EA launched a similar promotion previously with Battlefield: Bad Company 2, the DLC for which was later released to the worldwide public.
So if you're a mad completionist but don't live in US, or you hate Dr. Pepper like the plague, you stand a good chance of getting access to the swag at a later date.
EA has declared Battlefield 3 "the fastest-selling game in EA's history" as it "estimates" 5 million global sales in its first week.