Beyoncé Knowles is back and in full effect.
As Beyoncé prepares to headline the 2013 Super Bowl, Pepsi plans on putting her face in every home. PepsiCo and Beyoncé have teamed up for a $50 million promotional and humanitarian deal that kicks off in just a few months.
“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
Knowles’ performance and campaign will likely generate buzz for her as she gears up for a 2013 album, which has no title or release date. During the Super Bowl, Beyoncé will follow tradition with her Pepsi commercial and also her face on limited edition cans.
Pepsi will also collaborate on projects that support Beyoncé’s other artistic aspirations, but may not have any connection to Pepsi products.
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
For Pepsi, the goal is to enhance its reputation with consumers by acting as something of an art patron instead of simply paying for celebrity endorsements.
This isn’t the only endorsement Beyoncé has been a part of. Take a look at a few others.
