When most pop stars have a flop era, they’re usually treated like lepers until they stage a successful comeback (hello, Mariah!), but not Beyonce. First the bitch books the Super BOWEL halftime show, and now she’s just inked a mega-bucks deal to front Pepsi. It’s not the first time Bey’s promoted the soft drink giant, either: she previously starred in Pepsi commercials alongside her superior contemporaries, Jennifer Lopez, Britney Spears, and Pink. Now it looks like PepsiCo is making a concentrated effort to get celebrities behind their brand again, with Bey’s endorsement coming only a few months after Nicki Minaj’s.
Considering what a huge brand Pepsi is, why would they hire people of a questionable nature, like Nicki Minaj and Beyonce, to plug their drink? Nicki is a mystery, but according to this press release, Bey got the gig because of her “creativity” and “authenticity”.
“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.”
“Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”
Either Pepsi’s fact checkers are suffering from severe brain damage, or the company has confused Bey for her much more talented, authentic, and creative sister, Solange.
That little oversight aside, I’m excited to see Pepsi working with celebs again, and even I can’t deny that Bey’s ad is super cute. I mean, I’ll never drink Pepsi again for as long as I live, but I still like the idea of celebrity soft drink endorsements.
Now please excuse me while I have a nice cool drink of Rihanna-endorsed Vita Coco water.