BEYONCE SIGNS $50 MILLION PEPSI DEAL
in a multi-year deal estimated at $50 million.
According to The New York Times, the hybrid project will include commercials as
well as a multimillion-dollar fund to support the singer’s creative endeavors.
For its campaign with Beyoncé next year, Pepsi doesn’t just want to sign up the
telegenic pop star for another TV commercial. It also wants to get into the
Beyoncé business.
“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.”
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 fifth for the soft drink since 2002 —
and her face will be on a limited-edition line of soda cans.
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