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December 10th, 2012
Following in the footsteps of Michael Jackson and Britney Spears, Beyonce has become the new face of Pepsi.
The singer has reportedly signed a $50 million deal with the soft drinks giant for their Live for Now campaign and part of the contract will see her grace a series of limited edition cans in March next year.
Beyonce has released a statement about the deal, saying “Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.” Brad Jakeman, president of PepsiCo’s global beverage group, added “Consumers are seeking a much greater authenticity in marketing from the brands they love. It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
Beyonce’s scheduled performance at the Super Bowl 2013 Halftime show next February will be sponsored by Pepsi, while her advert for the brand will air for the first time during the sporting event. Pepsi will also sponsor many of her concerts as well as help to promote her fifth studio album, which is out next year.Tweet