Pepsi is announcing a new brand ambassador, Beyoncé, who actually has been on the brand’s celebrity roster since 2002. As part of the new round of partnership, which is defined as a “true creative and wide-ranging global collaboration,” the brand and the international music icon will be developing “new content and innovative ways to engage fans, consumers and retailers to benefit both brands,” notes Pepsi.
Photo: Beyoncé as Pepsi’s new ambassador
All the major details on the new collaboration are outlined in the fact sheet, which sheds light on how Beyoncé will be engaged in Pepsi’s upcoming promotions. In particular, the diva is to star in a new “Live for Now” global TV commercial, which will debut in early 2013, and perform during the 2013 Super Bowl halftime show, which is sponsored by Pepsi. The worldwide famous singer will also take part in developing the design of all materials related to the partnership as part of the Live For Now campaign—her image is also featured on a limited edition Pepsi can and bottle (Beyoncé is featured with seductive half-open pink lips and dark-blue eye make-up), which will arrive in Europe in March 2013 before launching in other markets. Both POS materials and packaging were designed by New York-based agency Safari Sundays.
Additionally, Pepsi is to establish the Creative Development Fund, devoted to co-creation of innovative and relevant consumer content.
As reported by The New York Times, “the multiyear campaign is estimated at $50 million, the bulk of it for media placements and promotions around the world, and the remainder split roughly equally between Beyoncé’s fee and what Pepsi calls a creative content development fund.” The source also adds that “the less conventional aspects of the deal are meant as collaborative projects that indulge Beyoncé’s creative whims, and might well have no explicit connection to Pepsi products.” Still, they are just in the development stage and there’s not much to talk about, but it’s expected that they will include a video, a photoshoot and live events.
Photo: Beyoncé on Pepsi’s can