Beyonce and Pepsi have signed off on a deal estimated to be worth $50 million that will make the two brands partners, not just for commercials, but for the entertainer’s creative endeavors.
Pepsi announced today — through a press release and an article in The New York Times — that Beyonce will be a “brand ambassador” for Pepsi, appearing in a new set of ads for the soft drink brand as part of the “Live For Now” international campaign. Beyonce has been in Pepsi ads since 2002. The ads will begin airing after she performs at the Super Bowl, which Pepsi is also sponsoring.
But the relationship goes deeper than that. Pepsi will also be supporting the promotion of Bey’s next album, which will be released at some to-be-determined date in 2013 and sponsoring Beyonce’s world tour next year. There will also be a variety of other creative projects like live events, videos, and other Pepsi/Beyonce doings supported by a Creative Development Fund. There’s already a hashtag for the partnership: #LiveForNow. The limited edition cans (above) will be available starting in Europe in March. And you’ll even see a cut out of the image below at your local supermarket.
“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,” the NY Times reports.
These sorts of partnerships are nothing new. What’s different is how elaborate they’ve become, intertwining with a performer’s activities so that they’re associated with many aspects of an album, book, or other work. The Times talks about the partnership between Bey’s hubby Jay Z and Microsoft for the release of his book Decoded. And, you’ll recall, Pepsi partnered with Nicki Minaj for ads and other sponsorship opportunities. (There was some drama related to that deal and Minaj’s judging spot on American Idol, which is sponsored by Coke. A quick check of the Pepsi website shows no sign of Minaj.)