By// Chandler Rollins
Pepsi has just released their new advertisements featuring Beyoncé. The images will appear early next year as life-size cardboard cutouts in store and show the pop superstar pushing a cart full of Pepsi in a navy blue and white polka-dotted blazer, briefs and heels.
The reported $50 million multi-year deal will go beyond a standard ad campaign of TV commercials and posters. PepsiCo has embarked on a new hybrid marketing strategy that will provide Mrs. Knowles-Carter with the funding for any of the creative endeavors she so chooses. The first project being her new album, expected in 2013 and with production from Ne-Yo.
“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.”
Lee Anne Callahan-Longo, general manager of Beyoncé’s Parkwood Entertainment company spoke on the deal with the New York Times. “It’s wise for a brand like Pepsi to give an artist the ability to truly express herself, instead of just the old-school way of, ‘Do you want to be in an advertisement?’ This is much bigger. This is, ‘How can we create something together that is truly unique?’ ”
As we all know by now, Beyoncé will be performing at the Super Bowl half-time show, sponsored by Pepsi, on Feb. 3. She will also appear in her fifth TV ad with the soft drink since 2002, and her face will be on a limited-edition line of soda cans that will first be released in Europe in March 2013.