Beyonce is “Crazy In Love” with Pepsi….and money! The superstar singer has inked a $50 million deal with the soft drink giant to become its new “brand ambassador”.
“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”, said Beyonce.
Oh, well it’s definitely a wrap for Queen B cause’ we all know that till now that just Michael Jackson was the only person who had his image on a Pepsi can (a record at the time for his $5 million sponsorship). Score Sasha Fierce!
The 31-year-old superstar will appear on soda cans, bottles and cardboard cutouts in stores and it will be also followed by a powerful advertising campaign timed which will coincide with the release of her new album next year.
Beyonce has already starred in four Pepsi ad campaigns few year ago, but the wife of rapper-entrepreneur Jay-Z will now collaborate with the company on creative projects, social media and live events, including an upcoming world tour.
The former Destiny’s Child songstress is also slated to perform at halftime of Super Bowl XLVII in New Orleans on February 3, 2013. Brad Jakeman, president, global beverage group at PepsiCo, said the partnership is great for music fans.
“The global relationship gives Beyonce multiple outlets to tap into in order to express her creativity, and will attract new consumers to both brands with great new experiences and content,” he said.
Frank Cooper, chief marketing officer, global consumer engagement, global beverages group at PepsiCo, compared the partnership to other deals.
“It is a continuation of Pepsi’s relationships with The X Factor, Nicki Minaj and Twitter, where our approach emphasizes co-creation over pure sponsorships,” he said.
The soft drink company is actually showing its patronage of the arts and wants to get into the Beyonce business, which is quite a lucrative one, with her albums, touring, House of Dereon clothing line, DVDs, documentaries and more.
The new Beyonce and Pepsi campaign will appear in Europe in the beginning of March 2013.