Ms. Knowles will appear in TV, radio, online and point-of-purchase ads, and the company may also sponsor Ms. Knowles' solo tour in 2003 should she do one, Pepsi said.
Super Bowl ad uncertain
The company hasn't said if Ms. Knowles will appear in "Joy of Pepsi" Super Bowl ads, as has Ms. Spears, whose contract expires at the end of this year. While Pepsi's almost 2-year-old relationship with Ms. Spears (she signed with Pepsi in February 2001) has produced spunky, upbeat musical ads, it was tarnished somewhat after pop princess reportedly was caught drinking Diet Coke, which is marketed by rival Coca-Cola Co.
Ms. Knowles, the lead singer for the multiplatinum group Destiny's Child and one of the stars of Austin Powers in Goldmember, will help Pepsi tap into the multicultural market that is so vital to soft drink marketers.
"Beyonce's popularity resonates with a remarkably broad audience," said Randy Melville, vice president of multiculturalism and strategic initiatives for Pepsi-Cola North America.
Pepsi has a long history with music stars, including Lionel Richie, Michael Jackson, Robert Plant, Ray Charles and Faith Hill.