Apple's iTunes Music Store offers the company new ways to exploit its well-recognized brand name, first fruit of this new status is seen in Apple's new alliance with Pepsi-Cola North America.

Pepsi plans to give away 100 million free songs from Apple’s iTunes Music Store, from February 1. This news was first revealed by the LA Times on Thursday.

Pepsi will randomly place 100 million winning codes on 20 ounce and 1-litre bottles of Pepsi, Diet Pepsi and Sierra Mist. The winning codes will be redeemable for a free song from the iTunes Music Store. Winners must visit Apple’s iTunes Music Store, enter the code that's under the bottle cap and choose any 99-cent song.

In an echo of Apple's famed 1984 ad, the Pepsi iTunes promotion begins with a Super Bowl ad on February 1, 2004. It runs until March 31, 2004.

Historic promotion Pepsi-Cola North America president Dawn Hudson said: "iTunes has revolutionized the way we buy music. It provides music fans with a fast, reliable and easy way to get the music they want, when they want it. During the Pepsi iTunes promotion, they will be able to get more of their favorite music for free."

Apple's hot CEO Steve Jobs said: "This historic promotion to legally give away 100 million free songs will go down in history as igniting the legal download market. Pepsi has marketed their products through music for generations, and this is going to be another one that is remembered for decades."

Joy of Tech has an amusing cartoon that could be construed as appropriate to this news.