Canadian Packaging

Pop meets Pop Star in exciting branding opportunity

Pepsi takes collaborative partnership with Beyoncé to a whole new level.


Pepsi and Beyonce 1

This may indeed be the closest most people will ever get to pressing Beyoncé to your lips.

Beyoncé, the mega-beautiful and talented music icon has once again teamed up with Pepsi to become its brand ambassador.

Says Pepsi: “Together we will collaborate in developing new content and innovative ways to engage fans, consumers and retailers to benefit both brands.

“Beyoncé is our partner and Brand Ambassador for Pepsi. Pepsi has had a relationship with Beyoncé for more than a decade—she first served as a Pepsi spokesperson in 2002.

Since then, she has become a global pop culture phenomenon, arguably one of the biggest pop stars in the world, winning 16 GRAMMY awards and selling more than 100-million albums worldwide.

But, with this partnership, Pepsi and Beyoncé are taking things to a different level of collaboration, as they will:

  • Establish the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content;
  • Collaborate on design—in addition to having her image on a can or bottle, Beyoncé will work with Pepsi on the design of all materials related to the partnership;
  • Beyoncé will star in a new “Live for Now” global TV commercial, currently planned for release in early 2013;
  • Beyoncé will be appear in print and out-of-home advertisements for Pepsi and will also be visible in-store and on-premise through materials such as shelf promotions, in-store displays and in-store advertising.

This partnership with Beyoncé is an exciting new way Pepsi is looking for brands to engage with musical artists, moving from sponsor to partner to build a creative and commercial collaboration that serves both artist and brand.