Beverage News

Pepsi announces global collaboration with musician Beyoncé

December 11, 2012
/ Print / Reprints /
/ Text Size+

Pepsi announces global collaboration with musician BeyoncéPepsi, a brand of Purchase, N.Y.-based PepsiCo, announced a creative and wide-ranging global collaboration with musician Beyoncé. Together, the team will collaborate to develop new content and innovative ways to engage fans, consumers and retailers to benefit both the Pepsi brand and Beyoncé, the company says.

The following are examples of the multi-faceted collaboration with Beyoncé:
•    establishing the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content.
•    collaborating on design. In addition to having her image on a can or bottle, she is working with Pepsi on the design of all materials related to the partnership.
•    Beyoncé starring in a new “Live for Now” global TV commercial, currently planned for release in early 2013.

As a brand ambassador, Beyoncé will appear in print and out-of-home advertisements for Pepsi. She also will be visible in-store and on-premise through materials such as shelf promotions, in-store displays and in-store advertising. Pepsi has had a relationship with Beyoncé for more than a decade — she first served as a Pepsi spokesperson in 2002.

The Beyoncé 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, the company says. This creates a creative and commercial collaboration that serves both artist and brand, it adds.

Beyond its partnership with Beyoncé, Pepsi is using its global scale and scope to create a platform to support multiple country-specific Pepsi musical artists. Through its music program, the brand aims to excite its existing fans and attract new consumers to Pepsi, connecting their love of music with the experience of drinking Pepsi, and as a result, driving sales of Pepsi globally. Retail partners also are on board with this strategy because Pepsi has a proven record of promotions that drive store traffic and sales, it says.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI October 2014 cover

2014 October

The October 2014 Beverage Industry includes a cover story on our 2014 Executive of the Year, Keurig Green Mountain's CEO Brian Kelley, as well as articles about bottled water consumption, whey nutrition, and more. Check it out today!

Table Of Contents Subscribe

Bottled Water Trends

Which bottled-water trend will fare the best in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!