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Pepsi pens $50mn deal with Beyoncé

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MUMBAI: Global beverage giant Pepsi has announced creative and wide-ranging global collaboration with worldwide music icon Beyoncé. The company made the announcement on its website in a statement titled ‘Pepsi and Beyonce Fact Sheet’.

Pepsi and the music icon will collaborate to develop new content and come up with out of the box ways to engage fans, consumers and retailers in a way that benefits both brands.

This is not Beyoncé’s first association with Pepsi. Before becoming the brand ambassador, she has served as a Pepsi spokesperson in 2002. According to media reports, the collaboration deal is worth $50 million.

The collaboration between Pepsi and Beyoncé includes establishing the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content. The two will also work together on the apects of design. In addition to having her image on a can or bottle, Beyoncé is working with Pepsi on the design of all materials related to the partnership. Apart from this, the musician will be starring in a new ‘Live for Now’ global TV commercial planned for release in early 2013.

Apart from the TVC, Beyoncé will also 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 company said in the fact sheet, “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. 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. Our retail partners love music partnerships and are ready to embrace this relationship because Pepsi has a proven record of promotions that drive store traffic and sales.”

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