New York Times: A $50 million deal between Pepsi and Beyoncé Knowles could be a sign of what’s to come for celebrity endorsements.
New York Times: A $50 million deal between Pepsi and Beyoncé Knowles could be a sign of what’s to come for celebrity endorsements.
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 multimillion-dollar fund to support the singer’s chosen creative projects.
The less conventional aspects of the deal are meant as collaborative projects that indulge Beyoncé’s creative whims, and might well have no explicit connection to Pepsi products. They are still at the brainstorm stage, but could include live events, videos, “a cool photo shoot” or almost anything else, said Lee Anne Callahan-Longo, the general manager of Parkwood Entertainment, Beyoncé’s company.
