Beyonce Will Front Pepsi
NEW YORK Pepsi has signed Beyonce Knowles to appear in two TV commercials, radio and Internet ads, consumer promotions and POP materials, and the relationship could evolve to include a Pepsi concert sponsorship, the beverage maker said. Knowles is the lead singer of Destiny's Child, but is in talks with Pepsi about a solo concert tour in 2003.
In a statement, Dave Burwick, svp and CMO of Pepsi-Cola North America, said "Beyonce is a multitalented entertainer who has achieved tremendous success and popularity in both music and movies. We're
excited to be working with Beyonce to capture her unique style in a special Pepsi way."
She appeared in "Austin Powers in Goldmember," earlier this year.
Knowles said,"I'm thrilled to be joining so many talented entertainers who have created memorable Pepsi moments over the years. Many of them have inspired me, and I'd love to do the same for the next generation of artists out there."
Michael Jackson, Madonna and most recently, Britney Spears, have appeared in Pepsi commercials over the years.
BBDO is the lead agency for the Purchase, N.Y., client.
Singer and actress Beyonce Knowles signed on to endorse Pepsi cola December 17, 2002, joining a long line of pop stars that includes Michael Jackson, Madonna and most recently Britney Spears. Knowles, a member of the group Destiny's Child, has an upcoming solo album and recently co-starred in "Austin Powers in Goldmember". The Pepsi deal includes television commercials and a potential tour sponsored by Pepsi. Knowles is seen during a fundraiser in New York November 12, 2002.
Destiny's Child Member in Pepsi Endorsement Deal
Tue December 17, 2002 06:18 PM ET
NEW YORK (Reuters) - Singer and actress Beyonce Knowles has signed on to endorse Pepsi cola, joining a long line of pop stars that includes Michael Jackson, Madonna, and most recently Britney Spears.
Knowles is a member of the R&B group Destiny's Child, has an upcoming solo album, and recently co-starred in the film comedy "Austin Powers in Goldmember."
The deal will include at least two television commercials and a potential tour sponsored by Pepsi, along with radio and Internet ads. Terms were not disclosed.
The company declined to say whether Knowles -- whose first name rhymes with fiancee -- will appear in its Super Bowl commercials, which last year featured Spears.
"At this point we've just inked the agreement and there aren't any specific agreements about specific commercials," said PepsiCo PEP.N> spokesman Bart Casabona.
Spears' endorsement contract with Pepsi is up at the end of the year, but Casabona said she could well return in future ads. "We're really not saying no to anything," he said.
Pepsi-Cola of North America, a unit of PepsiCo, ran into trouble earlier this year with an ad campaign featuring the rapper Ludacris. The company pulled its spots after the Fox News Channel's Bill O'Reilly quoted Ludacris lyrics he claimed were derogatory to women and encouraged substance abuse.
In 1989, Pepsi pulled a commercial featuring Madonna, claiming too many people confused the ad with her provocative "Like a Prayer" video.