PRESS RELEASE

Pepsi begins a unique collaboration with one of the world's biggest music stars right now – Beyoncé. The collaboration means that Beyoncé will take part in Pepsi's communication in the coming year, such as commercials, ads, and also adorn Pepsi's cans and bottles that she herself helped design.

In the 80s, Pepsi became known for a high-profile, far-reaching sponsorship with pop star Michael Jackson. Since then, Pepsi has sponsored several music and sports stars, from Madonna to David Beckham. The most recent venture was the global campaign "Football Remixed" where Pepsi collaborated with, among others, the Swedish soccer player Sebastian Larsson.

However, Pepsi's new partnership with Beyoncé will be a completely new way for Pepsi to work and also break new ground in how brands can connect with artists and shift from collaboration focused on sponsorship to partnership. This creates a new creative commercial collaboration that benefits both Pepsi and Beyoncé as well as the fans.

In addition to the fact that Beyoncé will appear in Pepsi's upcoming global commercial "Live for Now", appearing on advertising material, store material, Beyoncé has also been involved in designing Pepsi's cans and bottles that she will adorn.

- This will be a completely new way of working for us and it feels exciting to be involved in breaking new ground, says Sara Santoni, Nordic Marketing Manager at PepsiCo.

- Beyoncé is one of the world's biggest pop stars right now with 16 Grammys and over 100 million albums sold worldwide. She is also known for her creativity, passion and enthusiasm. Everything together makes her a perfect Pepsi ambassador, says Sara Santoni.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

Source:

https://news.cision.com/se/carlsberg-sverige/r/pepsi-i-samarbete-med-beyonce,c9347879