Beyoncé is no dummy: 5 reasons she’s shrewder than her haters think

Beyoncé is no dummy: 5 reasons she’s shrewder than her haters think

Co-branding and smart business partnerships


In December 2012, it was announced that Beyoncé  had partnered with Pepsi in a multi-year deal estimated to be worth $50 million.  The New York Times reported, “The deal will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects.” She will appear on a limited edition soda can and in a global television commercial for Pepsi – “Live for Now.” The brand will also contribute to any artistic project Bey launches during the tenure of the contract.


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