Pepsi and Beyoncé have teamed up in a new $50 million dollar ad campaign to align with the singer's next album, New York Times reports. Commercials, promo spots and a multimillion-dollar fund to support the singer’s chosen creative projects will kick off after Beyoncé performs at the Super Bowl halftime show on Feb. 3, 2013.
“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
Beyoncé has appeared in four ads for the soft drink since 2002 — and her face will be on a limited-edition line of soda cans (see below):
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
The goal is to align with celebrities as more of an advertising patron than simply a paid endorser – a nice way of saying the public has caught on to the insincere star attachment, and advertisers are scrambling to create the illusion of a greater intimacy between artist and corporation.
Are you fooled yet? Do you want to drink more Pepsi yet? WHY NOT?!