To cash in on Beyonce‘s status as a global superstar, Pepsi have named the pop icon as their new brand ambassador in a collaborative, multi-year deal estimated at $50 million.
The new partnership will see Pepsi use the diva’s image for a variety of creative marketing projects, from commercials through to new product design, with the vast fund being split between advertising and promotions, Beyonce’s fee and a “creative content development fund” to support her musical and artistic endeavours.
The grand launch is timed to coincide with promotion for the songstress’ next album, still unnamed, early next year. Beyonce will follow her performance at the Super Bowl 2013 half-time show (sponsored by Pepsi) with an appearance in a global TV commercial entitled “Live For Now” (previously starring Nicki Minaj), but the campaign will also see her image on life-size in-store standees and a limited edition line of canned drinks from March 2013.
This isn’t the beginning of Queen Bey’s relationship with the brand. She’s already appeared in four Pepsi adverts, whilst serving as something of a global spokeswoman for the company since 2002. What’s unique about the deal is it’s hybrid nature, with the soft drinks company hoping not only to use Beyonce’s image for conventional advertising but also to draw on her broader appeal and her creative instincts by making themselves generous patrons for her future projects.
In a statement to the New York Times, Beyonce commented, “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.”