PepsiCo signs singer Beyonce Knowles for ad
campaign
Tue Dec 17, 3:19 PM ET
By CHRISTINA CHEDDAR BERK
NEW YORK - First former beau Justin Timberlake. Now Pepsi.
After two years on the job, PepsiCo Inc. is bidding Britney Spears farewell.
The food and beverage company on Tuesday dubbed Destiny's Child star
Beyonce Knowles its newest pop princess.
Knowles is "a multitalented entertainer who has achieved tremendous
success and popularity in both music and movies," said Dave Burwick,
senior vice president and chief marketing officer of Pepsi-Cola North
America. Knowles' film credits include "Austin Powers in Goldmember" and
the upcoming film "The Fighting Temptations."
Knowles has agreed to star in two TV commercials for Pepsi-Cola. The
campaign also will include radio and Internet advertising, point-of-purchase
materials and consumer promotions. Pepsi also has the option to sponsor a
solo concert tour, which Knowles is considering for 2003.
Financial terms of the agreement weren't disclosed.
The new spots will continue the "Joy of Pepsi" campaign, which began in
January 2001, Pepsi spokesman Bart Casabona said.
He added that Pepsi hasn't determined which advertising agency to use for
the campaign. Omnicom Group Inc.'s BBDO Worldwide New York has
worked with Pepsi in the past.
Pepsi's contract with Spears expires at the end of this year. Pepsi's
Casabona said there are no plans to renew it.
Rival Coca-Cola Co. has new advertising in the works for its flagship soft
drink as well. Industry observers expect to start seeing the new ads, which
will use celebrities and focus on the "real" qualities of Classic Coke, as
soon as next month.
Knowles' popularity "resonates with a remarkably broad audience," said
Randy Melville, vice president, multiculturalism and strategic initiatives for
Pepsi-Cola North America.
Pepsi declined to say when the commercials featuring Knowles would begin
airing.
http://story.news.yahoo.com/news?tmp...sico_knowles_1
Britney out at Pepsi, Beyonce in.. 
