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Pepsi and Beyoncé are teaming on a $50 million multiyear campaign that could portent the direction celebrity endorsements are headed. The deal, reported today by the New York Times, will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects. The campaign will include a new TV ad, and her face will be on a limited-edition line of soda cans. But the less traditional aspects will include collaborative creative projects that may or may not have a specific 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, Lee Anne Callahan-Longo, GM of Beyoncé’s Parkwood Entertainment, told the Times. The deal also will involve sponsorship of Beyoncé’s world tour next year.
Related: Beyoncé To Direct Own Docu For HBO
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Well I guess I’ll be drinking Coke from now on.
I’m with Tripp.
This is ridiculous.
I’m glad to be out of advertising.
Amen. And here I thought it wasn’t possible to hate this woman any more than I already did.
She has the stones to rail against the “evil greedy 1%,” all while cashing in 50 mil to put her mug on the side of a Pepsi can. How much of that is going to charities, ya think?
Ray Charles must be spinning in his grave.
Bitter much?? King Bey stays paid.
I don’t know if these guys are bitter but this does sound absurd. I drink Coke because I like it, I’m not going to switch to Pepsi because Beyonce is promoting it (?!) She probably doesn’t even drink it! Whatever.
I like Rhianna better than Beyonce, so now I can’t drink Pepsi anymore.
Me too.
Beyonce better work her superbowl half-time presentation. Her CD sales are down. She is one of the most unliked popstars out there. And to say “her. . .creative projects.” That is the thing, she is the most UNCREATIVE super-pop-star in the history of popstars. Her days are over. She’ll probably pop out of a Pepsi can with her face on it at the superbowl. WAIT – I should copyright that bc she’ll steal my creative thought.
And to think this is the thing that was babbling on about the evil 1%. LMAO!
Unless she’s in the can, I don’t want a sip.
Nice – promote a high fructose corn syrup drink. Hey, I guess a big pay check doesn’t matter what you pimp out on your name.
What it means is an oversaturation of Beyonce.
Good for Beyonce…Bad move by Pepsi Co although I’m not the target demo for this craziness but I guess pepsi is hoping a lot of women will change to pepsi, because to younger more impressionable girls Beyonce is old and not relavant to them… I guess we’ll see.
uh, yea, good luck getting me to buy Pepsi from here on out…
Good luck getting males to drink anything out of that decidedly feminine looking soda can. Boy, ad men are getting dumber and dumber these days…
Rock and roller cola wars, I can’t take it any more! (flips over table)
Whatever happened to just being an artist. Isn’t this the very definition of a sell out? She’s a product now. Where is the art? Where is the talent? Money isn’t everything.
This is a great way to fight obesity; if I had to look at her on the can, I’d stop drinking.
This is a typical “brand building” exercise by a company with a #2 product in the category, desperately trying to wring some cache out of an association with a performer who has absolutely nothing to do with the product itself. All good for Beyonce; she’s already a product and always has been. I can’t see a single individual switching colas based on this campaign. Nice job, Pepsi! Next time you want to piss away $50MM, let me know first. Thanks.
A sign of the times? No.
A sign we pay wayyyy too much for soda? Yes.
I love that idea of a Celeb has any moral ground from which they stand . I see inner city children drinking this poison just to be cool . Pepsi knows how to get blacks to drink this swill . Pay someone that they respect to put their face on it . Now if she was to put her face on fruit or a high fiber snack for a-lot less would that make her a saint or a cash whore ?
I could care either way she is a business – I hate Coke – I hate Pepsi I never buy it because of a celeb is on the cover . $50 mil for a stars likeness and commercials …….. What a Fucken waste of money but then again what would she know . Like she came from the streets ! God Bless the USA
WOW, what a total misread of a celebrity image by Pepsi. People really can’t STAND Beyonce or her fugly “husband.” This deal will hurt the drink much more than help it. Man, to go from beloved icons like Michael J. Fox and Ray Charles….to a 3rd-rate, trampy, self-promoting diva? Guarantee, heads will roll at Pepsi as they see how THIS debacle plays out…..
Pepsi, Coke, what’s the difference? I thought successful, modern women were supposed to be role models to younger people? I guess this superstar is cut from the same mold as anyone else. Why continue pushing sugar drinks on kids just for money? Ain’t her husband rich enough already? Lame.
This is just embarrassing that Pepsi feels like they have to be something else to sell their product. Clearly Pepsi is willing to pay UNGODLY amounts of money just to hang out with celebrities. One day they’ll look at their investment in this, fire whoever pushed it, and realize they just burned millions of dollars for pictures with Beyonce.
Beyonce then laughs all the way to the bank.
You can add the Golden Globes, The AFI Awards, The Spirit Awards and the American Music Awards to that list too.
I don’t get Beyonce at all…
In my shower, singing — yes.
On stage? I’ll take Gwar instead.
I just immediately stopped drinking Pepsi
LMAO at these bitter comments! Beyonce is a great hire for Pepsi! She is beloved and everyone is ready for her new music and her Superbowl gig! You are dreaming if you think she is not popular….wishing it and posting that people hate her is not going to make it TRUE. What IS true is that when Beyonce was on VMA’s and showed she was pregnant, a RECORD was set on Twitter talking about it and peope were HAPPY for her! More people tweeted her news than about Bin Laden’s death. It is what it is…no one hates Beyonce except some insecure person who needs to grow up and understand that people get paid for endorsements if people like them, end of story. Beyonce actually passed a Billion views on Youtube before Lady Gaga, and also has the most popular page on Tumblr right now. She is well liked and you will see, she will sell a lot of Pepsi, her fans are massing now.