In recent times, many consumer brands have been making deals with top artists worldwide. Recently, Pepsi had an advert in Nigeria featuring Nigerian stars- Wizkid and Tiwa Savage.
Pepsi just announced their deal with the gorgeous singer and celebrity; a whooping $50million dollar contract.
According to Beyonce, “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.”
“We recognize that there have been massive disruptions in music industry: lower investment in artist development, fewer points of distribution, financial constraints,” said Frank Cooper, a top marketing executive in PepsiCo’s beverage division who has been a force for such projects. “We look at those disruptions as opportunities for Pepsi.” (NYTimes)
In anticipation of her album release, expected in 2013, Beyonce’s campaign with Pepsi will be a big push for promotion of her album. In addition, she will be performing at the Super Bowl halftime event on February 3, 213 in New Orleans.
Source: BeautyisDiverse, NYTimes