December 10, 2012 05:34 PM by Donna W. Martin
According to E! News, this will be the fourth time Beyonce has teamed with Pepsi since 2002. But this deal is much bigger and better. Beyonce’s new deal with Pepsi will be a multi-year contract that includes standard advertising such as print ads and commercials plus much, much more.
According to the New York Times, Beyonce will perform at the Pepsi sponsored Super Bowl XLVII halftime show and shortly thereafter, she will appear in a TV ad for Pepsi. Beyonce’s face will be printed on a limited edition line of soda cans, sure to be collector’s items.
In addition, Pepsi will promote Beyonce’s tour and new album release sometime next year. And that’s not all, Pepsi will also shell out funds in connection with other Beyonce projects regardless of whether they have anything to do with Pepsi or not.
Beyonce is looking forward to embarking on this journey with Pepsi. “Pepsi embraces creativity and understands that artists evolve,” Beyonce said in a statement to Times. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
While this new deal with Beyonce and Pepsi was just announced this morning, it is yet to be seen just how much of a role Beyonce’s creativeness will play in the evolution of Pepsi’s marketing efforts over the life of the contract.
David Schwab, head of Octagon’s First Call’s celebrity acquisition unit that helps partner celebrities with branded opportunities said, “They’re [Beyonce and Pepsi] are saying all the right things.” He adds, “Beyonce knows how to sell Beyonce and Pepsi knows how to sell Pepsi. We’ll see success only if those two marketing minds think alike, and it will certainly work best if they both go into the deal knowing that.”
What do you think of Beyonce teaming up with Pepsi again? Do you think she has something to bring to the Pepsi brand? And how will she benefit from Pepsi? Post a comment and tell us what you think.
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Photo Credit: E!
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