The hybrid project will include commercials as well as a multimillion-dollar fund to support the singer’s creative endeavors.
“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
The launch will coincide with the release of her next album, which is expected in 2013. Following her performance at the Pepsi-sponsored Super Bowl halftime show in New Orleans on February 3, the “Single Ladies” singer will appear in a global TV commercial for Pepsi (“Live for Now”), her fifth for the soft drink maker since 2002.
Her image will also adorn life-size standees in stores and a limited-edition line of soda cans, which will launch first in Europe in March.
The $50 million will be used for print, out-of-home, as well as in-store advertising and promotions worldwide, with the remainder split equally between Beyoncé’s fee and a“creative content development fund.” Beyoncé will also collaborate on the design of all materials related to the partnership.
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