Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Pepsi inked Beyoncé Knowles to a $50 million so-called "brand ambassador" deal that will feature multiple collaborations between the brand and singer-celebrity, including her likeness on the beverage giant's soda cans in 2013.
Perhaps most interestingly, the performer will be given an unusual amount of creative control when it comes to the Pepsi brand. While the multi-year deal includes normal promotional vehicles such as TV spots and print ads, it also entails giving Knowles free rein to create Pepsi-branded and non-branded digital experiences and offline events like photo shoots in the name of Pepsi.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in