Apple has struck a deal with Pepsi to promote the iTunes Music Service, according to reports.

The promotion means Pepsi drinkers can get free iTunes downloads with purchases of the drink.

The Pepsi deal will reportedly be revealed today, to coincide with the release of the Windows-compatible version of Apple's iTunes Music Store in the US.

Pepsi is expected to spend millions of dollars on an advertising campaign linking it to the music store. The company is believed to be hoping to build a hip image with young consumers.

Codes on Pepsi packaging will be redeemable online for free iTunes downloads, with Pepsi paying Apple for each song downloaded. The LA Times report also suggests that Pepsi and Apple will be offering about 100 million free songs.

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