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  • Pepsi + Michael Jackson: Together Again, Posthumously

    Fri, 04 May 2012 09:34:39

    Pepsi + Michael Jackson: Together Again, Posthumously - Pepsi Announces Partnership With Michael Jackson Estate, Jacko to be featured on cans

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    Pepsi and Michael Jackson have had a long partnership, minus that burned-while-filming-commercial-thing.

    Relax, though, King of Pop fans. China is the first country to benefit from this posthumous partnership, which includes cans with MJ's silhouette. Those will be available in the US later this month.

    The soft drink brand has announced an exclusive global partnership with the Estate of Michael Jackson as part of its new "Live for Now" campaign, which Pepsi fans around the world will experience in a variety of ways including an engaging retail campaign featuring one billion special edition Michael Jackson Bad 25 Pepsi cans, iconic music, epic live events and opportunities for fans to access special edition merchandise.

    The partnership coincides with the 25th anniversary of Jackson's multi-platinum Bad album and record-breaking tour, around which the Michael Jackson Estate and Sony Music have celebratory projects underway.

    To celebrate Jackson's incredible contribution to pop music, Pepsi, Sony Music and the Estate of Michael Jackson have teamed up to share new mixes of legendary Michael Jackson music from the BAD album with fans around the world, proving that the King of Pop is not only the world's most iconic artist from the 20th century but also influencing music in the 21st century as well.

    Brad Jakeman, president, Global Enjoyment Brands, and chief creative officer, PepsiCo Global Beverages Group, said, "Pepsi has always been at the forefront of pop culture, helping to shape the music landscape. This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson's music in an engaging and very NOW kind of way – it's a model example of how Pepsi's 'Live for Now' campaign can manifest itself in a way that resonates the world over."

    Pepsi will feature iconic silhouette imagery of the King of Pop on cans with the launch of collectible limited edition can designs. Pepsi will also run contests in markets around the world giving fans the opportunity to win merchandise including, a limited number of jackets inspired by the original staff BAD tour jackets and tickets to Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, the N0. 1 touring show in North America.

    "We are thrilled to bring Michael and Pepsi back together, as they were in 1988, to celebrate the 25th anniversary of the BAD album and tour and to put Michael on one billion Pepsi cans – perhaps a Guinness record," commented John Branca and John McClain, co-executors of the Estate of Michael Jackson. Branca and McClain added, "We're excited to see it all come to life."

    China and the United States will be among the first Pepsi markets to launch the exclusive Michael Jackson King of Pop activity in 2012, with approximately 20 additional markets in Asia, South America and Europe continuing the international roll-out throughout the rest of the year.

    On May 5 in China, a 330ml limited edition can will be available at retail locations nationwide. In addition, from May 15 - June 14, 2012, fans will be encouraged to share photos of their valuable Jackson collections or original artwork celebrating him, for a chance to win tickets to Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, as part of China's "In Honor of King of Pop MJ" promotion.

    Later in May, the U.S. will launch a nationwide retail campaign including a limited edition 16oz. King of Pop Pepsi can, as well as initiate a retail, music-themed promotion.

    Will you nab a can of Pepsi with Michael Jackson on it?

    —Maggie Pannacione
    05.08.12



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