The pop icon has signed a partnership with Pepsi. Estimated at $50 million, the hybrid cross-promotional project will not only see Beyoncé in advertising appearances and a new commercial for the brand, but also includes the beverage giant investing in the singer’s independent artistic ventures.
“Pepsi embraces creativity and understands that artists evolve,” she said in a statement via The New York Times. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
A collaborator of PepsiCo since 2002, Beyoncé is set to perform at the Pepsi-sponsored Super Bowl halftime show on Feb. 3. Sometime soon after, Jay-Z‘s superstar wife will star in a new TV advertisement for the soft drink company — her fifth in a decade. Beyoncé’s famous face will also grace a limited-edition line of cans beginning in March.
The multiyear campaign will coincide with Beyoncé’s promotion of her upcoming as-yet-unnamed album, due out in 2013. Under the new deal, Pepsi will foot the bill for some of the singer’s future projects, everything from live events to videos to photo shoots. The move is an effort on Pepsi’s part to take on a more active role in its celebrity endorsers’ art, following in the footsteps of other consumer brands like Converse and Red Bull.
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” Brad Jakeman, president of PepsiCo’s global beverage group, told the New York Times. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
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