MUMBAI: PepsiCo Inc and late pop star Michael Jackson’s estate have unveiled plans to use King of Pop’s silhouette for global pop-culture advertising campaign.
The late singer who pitched Pepsi in 1980s as ‘the choice of a new generation’, will appear in some of his iconic dance poses for the promotion which will also coincide with the 25th anniversary of the singer’s ‘Bad’ album.
As part of the campaign, Pepsi, Jackson’s estate and his Sony Music record company will re-launch remixes of tracks from ‘Bad’.
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The limited edition Pepsi cans will go on sale first in China followed by the United States. They will be rolled out in Asia, South America and Europe later in 2012.
Fans of the popstar will also be able to enter contests to win tickets for Cirque du Soleil’s show ‘Michael Jackson: The Immortal World Tour’. In the Chinese market the campaign will also showcase TV ad featuring the popstar’s music.
A statement issued by Jackson’s estate said, “We are thrilled to bring Michael and Pepsi back together as they were in 1988, to celebrate the 25th anniversary of the ‘Bad’ album and tour and to put Michael on one billion Pepsi cans.”
The campaign builds on the deal agreed with the ‘Thriller’ hitmaker’s estate last year to use his image in a commercial which premiered during the US ‘X Factor’. The partnership is part of Pepsi’s ‘Live for Now’ campaign, which also includes a commercial featuring Nicki Minaj and the sponsorship of Katy Perry’s ‘Part of Me’ 3D concert film.
