PURCHASE, N.Y.,
May 3, 2012 -- Pepsi today announced an exclusive global partnership with the Estate of
Michael Jackson
as part of its new "Live for Now" campaign, which Pepsi fans around the
world will experience in a variety of ways including an engaging retail
campaign featuring one billion special edition
Michael Jackson Bad 25 Pepsi cans, iconic music, epic live events and opportunities for fans to access special edition merchandise.
The partnership coincides with the 25th anniversary of Jackson's
multi-platinum BAD album and record-breaking tour, around which the
Michael Jackson Estate and Sony Music have celebratory projects
underway.
To celebrate Jackson's incredible contribution to pop music, Pepsi, Sony Music and the Estate of
Michael Jackson have teamed up to share new mixes of legendary
Michael Jackson
music from the BAD album with fans around the world, proving that the
King of Pop is not only the world's most iconic artist from the 20th
century but also influencing music in the 21st century as well.
Brad Jakeman, president, Global Enjoyment
Brands, and chief creative officer, PepsiCo Global Beverages Group,
said, "Pepsi has always been at the forefront of pop culture, helping to
shape the music landscape. This unique global partnership, around such
a legendary music milestone, invites Pepsi fans from around the world
to experience
Michael Jackson's music in
an engaging and very NOW kind of way – it's a model example of how
Pepsi's 'Live for Now' campaign can manifest itself in a way that
resonates the world over."
Pepsi will feature iconic silhouette imagery of the King of Pop on
cans with the launch of collectible limited edition can designs. Pepsi
will also run contests in markets around the world giving fans the
opportunity to win merchandise including, a limited number of jackets
inspired by the original staff BAD tour jackets and tickets to
Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, the #1 touring show in
North America.
"We are thrilled to bring Michael and Pepsi back together, as they
were in 1988, to celebrate the 25th anniversary of the BAD album and
tour and to put Michael on one billion Pepsi cans – perhaps a Guinness
record," commented
John Branca and
John McClain, co-executors of the Estate of
Michael Jackson. Branca and McClain added, "We're excited to see it all come to life."
China and
the United States will be among the first Pepsi markets to launch the exclusive
Michael Jackson King of Pop activity in 2012, with approximately 20 additional markets in
Asia,
South America and
Europe continuing the international roll-out throughout the rest of the year.
On
May 5 in
China, a 330ml limited edition can will be available at retail locations nationwide. In addition, from
May 15 - June 14, 2012,
fans will be encouraged to share photos of their valuable Jackson
collections or original artwork celebrating him, for a chance to win
tickets to
Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, as part of
China's "In Honor of King of Pop MJ" promotion.
Later in May, the U.S. will launch a nationwide retail campaign
including a limited edition 16oz. King of Pop Pepsi can, as well as
initiate a retail, music-themed promotion.
Frank Cooper, chief marketing officer, Global Consumer Engagement, PepsiCo added, "
Michael Jackson
will always be the King of Pop, and his music has always inspired fans
and artists alike. But, this partnership goes beyond nostalgia and will
engage with consumers all around the world with iconic imagery on more
than one billion Pepsi cans, digital content and epic, live events, so
that they can continue to connect with Jackson's music and honor his
legendary impact on entertainment."
Michael Jackson has a long standing
relationship with Pepsi spanning more than 25 years. The legendary King
of Pop starred in his first Pepsi campaign alongside his brothers in
1983, as part of the Pepsi 'New Generation' campaign followed by Pepsi's
sponsorship of the epic BAD Tour and the iconic "Chase" commercials
which served as the impetus for the current reunion. Pepsi also featured
Jackson in the 'Music Icons' commercial that premiered during The X
Factor in 2011.
Pepsi's new "Live for Now" campaign is a culmination of extensive
global research demonstrating Pepsi fans' desire to capture the
excitement of now and live each moment to the fullest. First launched
in the U.S. last month, "Live for Now" will come to life through a
breadth of global, pop-culture platforms, events and unique partnerships
and will begin to roll out globally throughout 2012.
SOURCE PepsiCo
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