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Pepsi and Beyoncé's $50M Duet [Updated]

December 11, 2012

Pepsi inked Beyoncé Knowles to a $50 million so-called "brand ambassador" deal that will feature multiple collaborations between the brand and singer-celebrity. These include a Super Bowl XLII ad appearing during the big game on Feb. 3—when Beyoncé will perform during the heavily viewed Pepsi-sponsored halftime show—and promotional images of Knowles on the beverage giant's soda cans in 2013.

According to a Pepsi statement, expect "the two brands to co-create cool online talent." Overall, the effort dove-tails into the brands' larger "Live For Now" initiative, while highlighting its focus on entertainment marketing. During the last 18 months, the Purchase N.Y.-based company has launched partnerships with The X Factor, Nicki Minaj and Twitter—the latter agreement revolving around an online concerts series.

“Beyoncé and Pepsi have the capability to create content and experiences across mediums and across the globe that we believe will delight her fans and Pepsi consumers," Frank Cooper, a PepsiCo cmo, said in a statement.

The two entities originally worked together on an ad campaign in 2002 and have produced five TV spots during the last 10 years.

Their latest effort underscores an ongoing turf war between Pepsi and rival Coca-Cola when it comes to using music for branding purpose. For instance, the latter recently invested $10 million in the digital music service Spotify.

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