Beyoncé and Pepsi have entered into a partnership worth an estimated $50 million, several million of which will be used to bankroll the superstar’s independent, non-Pepsi-related digital and other artistic initiatives.
The idea is for Beyoncé to be involved in more of a collaboration than a typical paid spokesperson role. She’ll be the “brand ambassador” for the global soft drink brand, a role that includes things like performing in the Pepsi-sponsored Super Bowl halftime show and on new television commercials, lending her image to in-store standups (pictured) and limited edition cans (pictured below), and other ways to create a lifestyle link between Beyoncé and Pepsi in consumers’ minds.
No details are available regarding what Beyoncé has planned for the creativity fund, except that it will be geared toward – according to the press release – “an audience always thirsting for the latest in exciting music and digital experiences.”
Beyoncé issued a statement that sets the tone. “Pepsi embraces creativity and understands that artists evolve,” she said. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
PepsiCo – press release
Beyoncé – http://www.beyonceonline.com
New York Times – In Beyoncé Deal, Pepsi Focuses on Collaboration
AdWeek – Pepsi and Beyoncé’s $50M Duet