Brand Special: New Pepsi campaign partners with Michael Jackson estate
Early this month Pepsi announced an exclusive global partnership with the estate of Michael Jackson as part of its new "Live for Now" campaign.
Pepsi fans around the world will experience the event in a variety of ways including a retail campaign featuring 1 billion special edition Michael Jackson Bad 25 Pepsi cans, iconic music, epic live events and opportunities for fans to access special edition merchandise.
The partnership coincides with the 25th anniversary of Jackson's multi-platinum Bad album and record-breaking tour.
To celebrate Jackson's incredible contribution to pop music, Pepsi, Sony Music and the estate of Michael Jackson have teamed up to share new mixes of legendary music from the Bad album with fans around the world.
Brad Jakeman, president of Global Enjoyment Brands and chief creative officer at PepsiCo Global Beverages Group, said "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."
Pepsi features iconic silhouette imagery of the King of Pop on cans with the launch of collectible limited edition designs.
Pepsi will also run contests in markets around the world giving fans the opportunity to win merchandise including a limited number of jackets inspired by the original staff Bad tour jackets.
"We are thrilled to bring Michael and Pepsi back together as they were in 1988 to celebrate the 25th anniversary of the Bad album and tour and to put Michael on 1 billion Pepsi cans - perhaps a Guinness record," said John Branca and John McClain, co-executors of the Jackson estate.
China and the United States will be among the first Pepsi markets to launch the exclusive Michael Jackson King of Pop activity in 2012, with approximately 20 additional markets in Asia, South America and Europe continuing the international rollout throughout the rest of the year.
"Michael Jackson is a once-in-a-generation kind of entertainer. He is an original and has pushed new frontiers in so many fields. Many of the music stars here are influenced and inspired by his musical styles. We're very honored to celebrate his music in TV campaign and limited edition can collection," said Richard Lee, chief marketing officer at PepsiCo China.
On May 5 in China, a 330-ml limited edition can was available at retail locations nationwide. In addition, from May 15 to June 14, fans will be encouraged to share photos of their valuable Jackson collections or original artwork celebrating him for a chance to win tickets to Michael Jackson Immortal World Tour by Cirque du Soleil, as part of the "In Honor of King of Pop MJ" promotion in China.
The US will see the launch a nationwide retail campaign including a limited edition 16-oz King of Pop Pepsi can as well a retail, music-themed promotion.
The legendary King of Pop 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 epic Bad Tour and the iconic "Chase" commercials that served as the impetus for the current reunion. Pepsi also featured Jackson in a "Music Icons" commercial that premiered during The X Factor in 2011.
Pepsi's new "Live for Now" campaign is a culmination of extensive global research demonstrating Pepsi fans' desire to capture the excitement of now and live each moment to the fullest.
zhuanti@chinadaily.com.cn
(China Daily 05/11/2012 page17)
