Friday, 4 May 2012

Pepsi Revives Michael Jackson in Marketing Campaign

The drink and snack giant will roll out a billion Pepsi cans with a silhouette of Jackson.

PepsiCo Inc. is resurrecting Michael Jackson to try to pump life into its flagship cola, three years after the singer's death and greater than a quarter century soon after the pop icon's landmark sponsorship deal to become the voice in the brand, based on The Wall Street Journal.

Following an agreement with Mr. Jackson's estate, the beverage and snack giant stated Thursday that it will roll out a billion Pepsi cans with a silhouette of Jackson as part of its newly launched "Live For Now'' worldwide marketing campaign.

PepsiCo and Jackson's estate declined to disclose the monetary terms on the latest deal. Mr. Jackson signed onto a Pepsi sponsorship deal in 1984 for a then-record $5 million.

The new campaign is part of PepsiCo's pledge to ramp up spending on its flagship cola, which has been losing ground behind archrival Coca-Cola Co. PepsiCo is boosting its overall marketing budget this year by as much as $600 million, or by about 20%.

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