Beyoncé + PEPSI Do Something Different With Their Partnership
Wed, 12 Dec 2012 10:23:56
A limited edition Pepsi can developed in partnership between both the beverage company and Beyoncé will first be seen in Europe in March 2013, according to The New York Times.
PEPSI has also embarked on an interesting and somewhat nebulous hybrid project with Beyoncé that will include standard advertising like commercials as well as a multimillion-dollar fund to support the Queen Bey's other creative endeavors.
"Pepsi embraces creativity and understands that artists evolve," Beyoncé said in a statement. "As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."
The campaign will coincide the promo efforts for her next album, likely due in 2013. After her Super Bowl halftime performance, Beyoncé will appear in a new TV ad and on cans. This is her fifth collab with the soft drink maker.
As for those other creative endeavors and projects? Those will offer Pepsi the chance to enhance its reputation by appearing as a patron of the arts, as opposed to just paying celebs to endorse the drink.
Pepsi or Coke?