Beyonce Secures Pepsi Creative Branding Partnership Deal
Beyonce is taking her brand name to a whole new level with a new partnership with Pepsi. The ‘Crazy in Love’ singer has secured a deal with the soda giant to become their “brand ambassador” in a mega deal estimated to be worth $50 million.
The agreement will allow Pepsi to invest in Beyonce’s business and fund the R&B queen’s future creative endeavors. Mrs. Carter’s beautiful face will appear on limited edition soda cans and billboards in March and her new Pepsi commercial will premiere after her Super Bowl halftime show (also sponsored by Pepsi) on Feb. 3.
But that’s not all. Pepsi will financially back Bey on her creative projects that will include social media and live events and an upcoming world tour.
“Pepsi embraces creativity and understands that artists evolve,” Beyonce said in a press release (via the New York Times). “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The deal is a win for Beyonce because she will be able to promote her brand all over the world and it doesn’t necessarily have to be associated with Pepsi. For Pepsi, their objective is to be part of the artist’s creative development instead of just simply paying a celebrity to hawk their products.
“It’s wise for a brand like Pepsi to give an artist the ability to truly express herself,” said Lee Anne Callahan-Longo, general manager of Beyonce’s company, Parkwood Entertainment. “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?’”
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