Expanding the already existing decade-long partnership between the two, Pepsi will establish a multi-million “creative development fund” to invest in the co-creation of marketing content and other creative projects with the singer. Beyonce will also collaborate on the design of marketing materials – including having her image on cans and bottles.
She will also star in a new “Live for Now” global TV ad, which is planned for release in early 2013, and appear in other marketing including print, out of home and in-store. Pepsi first launched the global Live For Now initiative in April this year, starring pop star Nicki Minaj.
The timing of the latest Live for Now activity is understood to coincide with the release of Beyonce’s next album and shortly after she is expected to perform at the Super Bowl half time show, which is sponsored by Pepsi.
Pepsi says the partnership is the lead example of how the brand is moving from music sponsorships to partnering with artists. It adds that this approach creates a creative and commercial collaboration that serves both artist and brand.
Beyonce has had a relationship with Pepsi for more than a decade, since signing up to become a global spokesperson for the brand in 2002. She has already appeared in four TV ads for the brand.
Beyond the partnership with Beyonce, Pepsi is also creating a global platform to support multiple country-specific music artists. Pepsi says the programme will engage existing fans and attract new customers to Pepsi.
In the UK take-home soft drinks market, Pepsi cola brands are the second largest in terms of value, according to the Britvic soft drinks report. Pepsi cola was worth £328.m in the 12 months to 24 December 2011, while Coca-Cola sold £1.15bn worth of cans and bottles in the region.