Beverage News

Pepsi announces global collaboration with musician Beyoncé

December 11, 2012
/ Print / Reprints /
ShareMore
/ 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.

Multimedia

Videos

Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

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.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
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

Webinars

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!

STAY CONNECTED

facebook40 twitter    youtubelinked