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Rapper-producer T-Pain knows how to stay in the public eye, whether he’s calling himself “Drake before Drake,” smack talking Chris Brown or remixing a classic Alka-Seltzer jingle.
Consumers will have to decide if his near-constant cameos—an exclusive swag drop with Panera here, controversial comments about the late Tupac there—put him in overexposed-celebrity territory.
But senior leaders at PepsiCo‘s Lipton are doubling down on the outspoken Florida native. Working with him on the second consecutive campaign, execs say T-Pain’s “upbeat, playful and lovable personality” make him a solid fit for another summer marketing push.
“T-Pain resonates with the Lipton audience and encompasses what the brand stands for with community and connection,” Chauncey Hamlett, vice president and CMO for PepsiCo Beverages North America (South Division), told Adweek.
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