Pepsi announced a multi-faceted partnership with singer, dancer, actress Beyoncé.
The beverage brand first worked with Beyoncé in 2002 and has had a relationship with her ever since. However, Pepsi said the new deal is a true creative and wide-ranging global collaboration that will lead to the development of new content and innovative ways to engage fans, consumers and retailers to benefit both brands.
The multi-faceted collaboration with the entertainer will include establishment of a "creative development fund" devoted to the co-creation of innovative and relevant consumer content. In addition to Beyoncé’s image appearing on a can or bottle, she is working with Pepsi on the design of all materials related to the partnership and will appear in a new global TV commercial planned for release in early 2013 with the brand’s "Live for Now," tag line.
Beyoncé also will appear in print and out of home advertisements for Pepsi including in-store and on-premise materials such as shelf promotions, in-store displays and in-store advertising.