GLENDALE, AZ - Beginning May 1, Nestlé Nesquik and ESPN are teaming up to launch "The Ultimate Pass," an on-pack instant-win promotion that is aimed at stimulating consumer interest and thereby demand for Nesquik beverages.

The promotion provides consumers with the opportunity to win one of 10,000 prizes by texting their back-of-label code. Four grand prize winners will get a backstage tour at ESPN??s headquarters in Bristol, Connecticut. ESPN sportscaster Chris Berman and other sports personalities will help promote the campaign.

Last year, Nestlé launched its direct-store-distribution (DSD) sales model, a program aimed at broadening the number of locations carrying Nesquik products. Promotions like "The Ultimate Pass" with ESPN, according to Nestlé, are designed to facilitate distribution while increasing placement of Nesquik products at stores.