Beyonce has been in Pepsi ads before, but now she’s not just endorsing Pepsi — Pepsi is endorsing her. The New York Times has a new story about a funky new campaign Beyonce’s launching with Pepsi, which will coincide with promotion for her next album, which is expected at some point in 2013.
Beyonce will perform at the Super Bowl halftime show — which is also sponsored by Pepsi — on February 3, and afterward B will appear in a new Pepsi TV ad, and her face will be on a limited-edition line of soda cans.
The NY Times says the multiyear campaign is estimated at $50 million, mostly for media placements and promotions around the world, and the rest split roughly between Beyoncé’s fee and "a creative content development fund." For example, the story says there are "less conventional" aspects of the campaign that are meant as "collaborative projects that indulge Beyoncé’s creative whims, and might well have no explicit connection to Pepsi products." These could include live events, a photo shoot, or whatnot.
It's a pretty big investment in Beyonce. But will it result in more Pepsi product sales? Are you more of a Coke or a Pepsi person? Or neither?