Why Cookie May Be Holding a Pepsi on 'Empire' This Season

Fox Drama Sponsored By Lincoln and Pepsi in Its Second Season

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'Empire' returns next month with a returning sponsor and a new one.
'Empire' returns next month with a returning sponsor and a new one. Credit: Chuck Hodes/Fox
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"Empire" will once again air with limited commercials during its second season on Fox, the network said Monday.

Lincoln will return as a sponsor of the sudsy drama and is joined this year by Pepsi.

Both companies will have their products integrated into the show about a hip-hop mogul and his family, which smashed already-positive expectations last season by growing its audience every week following its January debut. It wound up averaging a 5.9 ratings in the 18-to-49 demographic in C3 commercial ratings, representing 7.45 million adults in the demo, more than double the C3 ratings for the season's second-biggest new series, "How to Get Away With Murder" on ABC.

Pepsi has also signed up for digital and social extensions throughout the season and other off-air marketing partnerships.

"The momentum of the show is a great platform to communicate the new and exciting Lincoln product portfolio in a contextually relevant way," said Lee Jelenic, marketing manager, Lincoln. "We are particularly excited to communicate our new class-exclusive Revel sound system on a show built around music."

"At Pepsi, we're always looking to create new experiences that will impact pop culture," said Adam Harter, VP-consumer engagement, Pepsi. "Our partnership with Empire will allow us to reach and invite fans to have fun with us and their favorite TV show this season."

"Empire" returns on Sept. 23 at 9 p.m.