While Wendy Williams doesn’t think much of Beyoncé’s speech, Pepsi thinks otherwise. As a matter of fact, Pepsi thinks that Beyoncé will be their hot ticket and there way of bringing authenticity and realness to their brand. Brad Jakeman, president of PepsiCo’s global beverage group says, “Consumers are seeking a much greater authenticity in marketing from the brands they love. It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.” In a way it is promotion for promotion.
Pepsi does not just want the pop and R&B diva to be in their commercials but they want her to be the face of it, as well. The company is taking on a hybrid project with B, that will include them funding her future projects. Beyoncé said,“Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The campaign is set to go along with promotions, for her next album, which is anticipated in 2013. The endeavor is said to be costing PepsiCo $50 million dollars, with most of it going to media and promotion around the world. The remainder of the funds will be divided evenly between Beyoncé and Pepsi’s content development fund.
Asa Lovechild is an accomplished actress and singer out of New York City.