After announcing it’s developing a limited edition Michael Jackson can last month, Pepsi yesterday unveiled it has signed an exclusive global partnership with the Estate of Michael Jackson as part of its new ‘Live for Now’ campaign.
Within the campaign, the company will produce one billion special edition Michael Jackson Bad 25 Pepsi cans, iconic music, epic live events and opportunities for fans to access special edition merchandise.
The move celebrates the 25th anniversary of Jackson’s multi-platinum ‘Bad’ album and record-breaking tour.
Pepsi has teamed up with Sony Music and the Estate of Michael Jackson to create new mixes of legendary Jackson’s hits from the ‘Bad’ album with fans around the world.
Except of the silhouette imagery of the King of Pop on cans, Pepsi will encourage fans around the world to participate in contests and win prizes including a limited number of jackets inspired by the original staff Bad tour jackets and tickets to Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil.
The campaign is first launching in the USA and China in May, while during the 2012 it will be consequently rolling out on approximately 20 additional markets in Asia, South America and Europe.
Pepsi calls its new ‘Live for Now’ campaign “the culmination of extensive global research demonstrating Pepsi fans’ desire to capture the excitement of now and live each moment to the fullest”.