Beyonce 50 million pepsi deal

Beyonce 50 million pepsi deal, A $50 million deal reported by the NYTimes  today between Pepsi and Power Woman Beyoncé  Knowles could be a portent of what’s coming in the advertising arena of celebrity endorsements as artists angle for more creative control. Or she could just have taken a page from her own husband’s handbook.

The unconventional multi-year deal is said to include standard advertising like commercials and print ads as well as a “fund to support the singer’s chosen creative projects.” These projects, according to the Times’ sources, are as of yet undefined but could include events, photo shoots or “almost anything else” that Beyoncé, the actress, songstress and entrepreneur who last year pulled in $40 million, deems a creative partnership opportunity.

“Pepsi embraces creativity and understands that artists evolve,” Beyoncé told The Times in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”

But as the deal was just announced this morning, it remains to be seen what role Beyoncé’s creative evolution will play in Pepsi’s marketing efforts in coming years. “They’re saying all of the right things,” says David Schwab, head of Octagon First Call’s celebrity acquisition unit which partners celebrities with branded opportunities and partnerships who notes that from the outset, the positioning of a celebrity deal can be nearly as important as the deal itself.

“Who talks about deals?” he says. “The press doesn’t get excited if a celebrity’s just doing a commercial. A partnership, though. That makes a great headline.”

And the unique positioning of a collaboration like this, while unorthodox, he says, is hardly unprecedented—even within the Knowles-Carter household. In a strikingly similar partnership made in 2006, husband Jay-Z was named named “co-brand director” for Anheuser Busch beer Bud Select. the company noted at the time that the rapper  would “participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs.”

Sound familiar?

“Both Pepsi and Beyoncé’s team have done a great job of positioning the partnership to get people talking about it right away before any real marketing materials are in the public eye,” says Schwab, but just how much creative control and collaboration goes down will unfold further down the road. “I wouldn’t be surprised if she’s sitting in a board room with the Pepsi creative department talking about her fans and her vision,” he says, “But you can’t know what’s going to come out of that meeting.”

As far as Pepsi’s talking about this week, ceding control to Beyoncé is all about the fans. “Consumers are seeking a much greater authenticity in marketing from the brands they love,” Brad Jakeman, president of PepsiCo’s global beverage group told The Times. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”

The multi-year campaign was estimated at $50 million, most going towards media placements and promotions around the world, and the remainder split roughly equally between Beyoncé’s fee and the “creative development fund.”

“It’s not the creative control that makes this deal unique,” says Schwab, who adds that he even hesitates to use the word unique given Beyoncé’s husband’s history of creative collaborations. “The big chance here is the scale of a global campaign like this one, from a concert tour to a multimedia campaign to all of these other potential so-called creative activities. They’re betting a lot on Beyoncé—so it’s no wonder they’re looking for her input on how to make it work.”

Lucky for Pepsi–whose history of using celebrity spokespeople from Sofia Vergara to Michael Jackson to Nikki Minaj is well-established–Beyoncé is at the top of her game. Despite taking some time off to give birth to daughter Blue Ivy in 2012, the 31-year-old’s last massive tour took her from Brazil to Australia to Ireland in a 108 show whirlwind that grossed $119.5 million. Her fan base is far-reaching and her creative clout is strong—her directorial debut takes place Feb. 16, 2013 on HBO with the premiere of an untitled autobiographical documentary just weeks after she headlines the Pepsi-sponsored Superbowl Half-Time show.

“It’s not easy to strike a deal with a  celebrity of Beyoncé’s caliber,” Schwab says. “There’s a lot on the table and both sides have a lot of work to do. It —is at the top of her game and not easy to strike a partnership like this with.” Both sides, he says, have a lot of work to do in the wake of a promising press blitz like this one.

What the collaboration truly hinges on is this, he says. “Beyoncé knows how to sell Beyoncé and Pepsi knows how to sell Pepsi. We’ll see success only if those two marketing minds think alike, and it will certainly work best if they both go into the deal knowing that.”

Beyonce 50 million pepsi deal 2013-06-12T04:08:00-07:00 Rating: 4.5 Diposkan Oleh: My Videos Tube