PURCHASE, N.Y. — As part of its "Live for Now" global campaign that launched this week, PepsiCo announced on Thursday its exclusive global partnership with the estate of Michael Jackson.
The partnership coincides with the 25th anniversary of Jackson's multi-platinum "Bad" album and record-breaking tour. As part of the partnership, Pepsi will feature iconic silhouette imagery of the King of Pop on cans with the launch of collectible limited-edition can designs. Pepsi also will run contests in markets around the world, giving fans the opportunity to win such merchandise as a limited number of jackets inspired by the original "Bad" tour staff jackets and tickets to "Michael Jackson: The Immortal World Tour" by Cirque du Soleil. In the United States, Pepsi also will kick off a nationwide retail campaign that includes a limited-edition 16-oz. King of Pop Pepsi can, as well as initiate a retail, music-themed promotion later this month.
Michael Jackson had a longstanding relationship with Pepsi spanning more than 25 years. He starred in his first Pepsi campaign alongside his brothers in 1983, as part of the Pepsi "New Generation" campaign, followed by Pepsi's sponsorship of the Bad tour. Most recently, Pepsi featured Jackson in the "Music Icons" commercial that premiered during "The X Factor" last year.
"Pepsi has always been at the forefront of pop culture, helping to shape the music landscape. This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson's music in an engaging and very 'now' kind of way — it's a model example of how Pepsi's 'Live for Now' campaign can manifest itself in a way that resonates the world over," said Brad Jakeman, president of global enjoyment brands and chief creative officer for PepsiCo Global Beverages Group.