BrandArena: Pepsi Signs Beyoncé as Global Ambassador

Tuesday, 11 December 2012

Pepsi Signs Beyoncé as Global Ambassador

Beyoncé on Pepsi’s  can
Pepsi has announced a true creative and wide-ranging global collaboration with worldwide music icon, Beyoncé. Together they will collaborate in developing new content and innovative ways to engage fans, consumers and retailers to benefit both brands.

Pepsi has had a relationship with Beyoncé for more than a decade – she first served as a Pepsi spokesperson in 2002. Since then, she has become a global pop culture phenomenon – arguably one of the biggest pop stars in the world - winning 16 GRAMMY awards and selling more than 100 million albums worldwide.

The company said in a released statement: "Beyond the partnership with Beyoncé, we are using our global scale and scope to create a platform to support multiple country-specific Pepsi musical artists. With our music program, we can excite our existing fans and attract new consumers to Pepsi, connecting their love of music with the refreshing experience of drinking Pepsi, driving sales of Pepsi globally".

The music diva starring in a new “Live for Now” global TV commercial, currently planned for release in early 2013. She will be appearing in print and out of home advertisements for Pepsi.  She will also be visible in-store and on-premise through materials such as shelf promotions, in-store displays and in-store advertising.

The multi-faceted collaboration with Beyoncé includes: establishing the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content and collaboration on design – in addition to having her image on a can or bottle, she is working with us on the design of all materials related to the partnership.

The Beyoncé partnership is the lead example of how Pepsi is pioneering a new way for brands to engage with musical artists, moving from sponsor to partner.  This creates a creative and commercial collaboration that serves both artist and brand.

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