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.