MUMBAI: After featuring silhouettes of the late King of Pop Michael Jackson on its cans, PepsiCo Inc has now signed a deal with R&B star Beyonce Knowles to become a global partner for various creative projects, allowing the company to sponsor her albums, concerts, photo shoots and music videos.
According to reports, the multi-year deal is worth an estimated $50 million and is designed to take Knowles beyond advertising. The singer’s face will feature on the limited edition Pepsi cans will be released by March 2013 and sold worldwide. The promotion will kick start with the diva’s appearance in February during the half time show at the Super Bowl.
In a statement, Beyonce Knowles said, “Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
Related Post
As part of the deal, she will also appear in a new global television advertisement as part of Pepsi’s ‘Live For Now’ campaign which kicked off earlier this year featuring Nicki Minaj. Aiming to use music to target a younger generation of consumers, the advertisement will begin broadcasting in early 2013. The campaign will coincide with the promotion of her next untitled album, which is slated to release around the same time. It will be the singer’s fifth ad for the soft drink since 2002.
PepsiCo global beverages group global consumer engagement chief marketing officer Frank Cooper III said, “It’s going to add up to great new music and fun new experiences for our consumers, helping them make the most of the moment they are in. That’s what ‘Live for Now’ is all about and that’s what this partnership is all about.”
