Beyonce is to ally once again with Pepsi as part of a $50 million branding campaign, acting as PepsiCo’s creative representative on a series of tba projects.
As per conventional band-brand collaborations, Ms Carter nee Knowles – who has featured in various Pepsi ads since 2002 – will star in a new advert for the cola drink, the premiere of which will coincide, coincidentally, with her half-time appearance at the 2013 Super Bowl. Pepsi-preferring pop-lovers may also want to purchase special edition cans, decorated with an image of Beyonce’s face, which will arrive in shops in the new year. Pepsi will also sponsor the singer’s 2013 world tour.
These elements are all similar to recent Pepsi deals with the Michael Jackson estate and Katy Perry. However, in addition to that lot, the company has also announced the launch of a Creative Development Fund through which Beyonce can fund creative projects of her choosing.
Said Beyonce: “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”.
PepsiCo’s Brad Jakeman added: “Consumers are seeking a much greater authenticity in marketing from the brands they love. It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration”.
And, conveniently, all that has happened as artists (and the wider music industry) look to get more out of brands, Jakeman adds, meaning more extensive and creative deals are already on the table. Speaking to the New York Times, he continued: “We recognise that there have been massive disruptions in music industry: lower investment in artist development, fewer points of distribution, financial constraints. We look at those disruptions as opportunities for Pepsi”.