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 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.