Beyonce and Pepsi have a long standing relationship. She started working with the company back in 2001. Now she and the brand team up for a Limited Edition Series of Pepsi cans. The new deal is worth a reported $50 million. The deal includes major publicity behind her upcoming album, live concerts, photoshoots, videos and more
“Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”The big deal is a “hybrid project with Beyoncé that will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects.”
The General Manager of Parkwood Entertainment company, Lee Anne Callahan-Longo says to the NY Times:
“It’s wise for a brand like Pepsi to give an artist the ability to truly express herself, instead of just the old-school way of, ‘Do you want to be in an advertisement?’ This is much bigger. This is, ‘How can we create something together that is truly unique?’ ”Beyonce’s new ad will be released in early 2013 as a life-size poster in stores.