Exclusive: Pepsi has eyes for Bravo guys

By Published on .

Most Popular
The fab 5, stars of the cable hit "Queer Eye for the Straight Guy," could join the ranks of Britney Spears and Beyonce as they negotiate a deal with soft-drink giant Pepsi-Cola Co.

Though executives close to talks stressed nothing is signed, they said Pepsi is exploring an agreement encompassing everything from product placement to advertising. Pepsi executives could not be reached; a representative for the Fab 5 could not be reached at press time.

So far, the cast and producers have remained mostly agnostic about the products they use on the show-they choose them for their relevance, without payment from the featured brands.

But that could change as marketers take notice. Revlon's Almay is said to have toyed with the idea of an endorsement deal with the Fab 5. Revlon could not be reached for comment. As previously reported, retailer Pier One has also expressed interest in signing the show's cast.

The talks with Pepsi are one of the latest developments for the breakout show, which will get a formal renewal this week from Bravo's parent, General Electric Co.'s NBC. The next 26 episodes of "Queer Eye" are in production now.

Moreover, Bravo and parent NBC are said to be in serious discussions with Scout Productions for a spinoff, "Queer Eye for the Straight Girl." The show would do for hapless women what it's done for fashion-challenged men.

"There are a lot of ideas being discussed, nothing we are ready to announce," said a Bravo spokeswoman. It was unclear whether the new show would run on Bravo or NBC.

In this article: