Pepsi Names Beyonce Brand Ambassador
Deal Seeks to Reframe Relationship With Musical Artists From Sponsor to Partner
Pepsi has tapped Beyonce as its new brand ambassador.
In a deal touted as a "true creative and wide-ranging global collaboration," Pepsi is linking with Beyonce to develop what it describes as "new content and innovative ways to engage fans, consumers and retailers to benefit both brands."
"The Beyonce 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," a company fact sheet outlining the deal states. "This creates a creative and commercial collaboration that serves both artist and brand."
Beyonce will appear in print and out-of -home ads for Pepsi, as well as in-store advertising. In early 2013, she is expected to star in a new "Live for Now" global TV commercial. Beyonce will be the second musical artist to take center stage in that campaign. Nicki Minaj and her song "Moment 4 Life" were featured in the brand's first global spot earlier this year.
Also as part of the deal, a Creative Development Fund, which will be devoted to content creation, will be established. Beyonce will be working with the brand on the design of all materials related to the partnership.
The music superstar was first added to the brand's roster in 2002, and she's already slated to perform during the 2013 Super Bowl halftime show, which is being sponsored by Pepsi.