Beyonce and Pepsi have teamed up in a way that doesn't just lend her face and vocals to the brand, but also a say:
Pepsi embraces creativity and understands that artists evolve,” she 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 $50 million multi-year deal will have your regular advertising spots including print and television but will also contain a multi-million portion that will fund the singer's chosen creative projects: Creative Development Fund. And of course out of that, her fee which is unknown. According to the NYTs, this doesn't necessarily mean those creative projects are Pepsi-related. That's power. That's creative control.
We'll start seeing the campaign roll out in 2013 when they coincide with her album's release (as-yet unnamed and without a release date). On February 3 she is the Pepsi Super Bowl's half-time show (can NOT wait) and thereafter we can expect the first commercial and her gorgeous face on limited-edition cans.
With Beyonce involved, it will be tasteful, and fiercely creative.