Singer and actress Beyoncé is ending 2012 on a high note. Pepsi just signed her to a $50 million contract that includes the filming of a new commercial and other creative projects. She’s also scheduled to perform at the 2013 Super Bowl half time show on February 3rd, also sponsored by Pepsi.
After signing the contract yesterday, Beyoncé released the following public statement: “Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”
In order to help promote her fifth studio album, Pepsi is putting Beyoncé’s picture on limited edition Pepsi cans next March, and creating a slew of artistic projects for her.
This is not the first time Pepsi and the famous singer have worked together. She first signed with them back in 2002, and they decided to revisit working with her because as one Pepsi executive explains, “Consumers are seeking a much greater authenticity in marketing from the brands they love.”
We don’t know if it’s enough to sell soda, but Pepsi is no stranger to playing the celebrity hand. In the past they’ve used Britney Spears and Modern Family sexy siren Sofia Vegara.
Pepsi’s biggest rival in advertising is Coca-Cola and they also play the celebrity hand, often endorsing celebrities like Christina Aguilera to pitch for them. Both beverage companies have spent a whopping $330 million on entertainment campaign and sports celebrity endorsements.
Beyoncé’ has a reputation for turning everything she touches into a money machine (music, movies, clothes, fragrances) so we are confident she’ll do the same for Pepsi’s sales. And, not a bad salary bonus to finish up the year. You go, girl! See you at the Super Bowl.