In an expansion of the recent marketing experiments that
have brought PepsiCo ever closer to the music industry, the company has
embarked on a hybrid project with Beyoncé that will include standard
advertising like commercials as
well as a multi -million-dollar fund to support
the singer’s chosen creative projects.
The campaign will coincide with a blitz of promotion for her
next album, which has no title or release date so far but is expected in 2013.
Sometime after she performs at the Super Bowl halftime show on Feb. 3
(also sponsored by Pepsi). Beyoncé will appear in a new TV Ad her 5th for
the soft drink since 2002 and her face will be on a limited-edition line of
soda cans.
Look At the Can
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