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Beyoncé and Pepsi To Launch Major Campaign

Submitted by on December 10, 2012 – 12:31 pmNo Comment

Beyoncé is reuniting with Pepsi in a major way for 2013.

According to the New York Times, the collaboration will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects.

“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”

After the Queen B’s halftime Superbowl show on February 3 she will appear in a new TV ad (her fifth for the soft drink since 2002) and her face will be on a limited-edition line of soda cans, first available in Europe from March.

Interesting to note that for Pepsi, the goal is to enhance its reputation with consumers by acting as something of an “artistic patron” instead of simply paying for celebrity endorsements.

“Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”

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