Pepsi Signs $50 Million Partnership With Beyoncé: The Brand’s New ‘Pop’ Star

Beyoncé at a Pepsi photo shoot in October 2012. This image will appear as life-size standees in stores in 2013.

Beyoncé at a Pepsi photo shoot in October 2012. This image will appear as life-size standees in stores in 2013.

Pepsi

Touchdown, Beyoncé!

Not only will Blue Ivy's mom perform at the 2013 Superbowl NFL Pepsi Halftime Show, but she also signed a $50 million deal with Pepsi that will continue long after the Feb. 3 game. Talk about an MVP!

“We’re excited to be able to call Beyoncé a true creative partner,” admitted Frank Cooper, Chief Marketing Officer of Global Consumer Engagement and Global Beverages Group at PepsiCo. "Beyoncé and Pepsi have the capability to create content and experiences across mediums and across the globe that we believe will delight her fans and Pepsi consumers."

The pop star was sponsored by the Coca-Cola rivals in 2002, but will return to Pepsi as a partner to bring exciting new projects to life. The first task on their checklist? A new “Live for Now” global TV commercial, currently planned for release in early 2013.

NEWS: Beyoncé To Perform At Super Bowl XLVII

"As part of our global “Live For Now” campaign for Pepsi, we wanted to create a relationship with Beyoncé that goes way beyond our traditional advertising and marketing elements,” said Brad Jakeman, President, Global Beverage Group at PepsiCo. “Not only is this good for both Beyoncé and Pepsi, but it will be great for music fans around the world.”

Jay Z’s wifey will also have her own limited edition Pepsi can, which will first be released in Europe in March of 2013.

Congrats, Beyoncé. You’re now the epitome of a “pop” star.

 

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