By Barry Janoff
December 10, 2012: Pepsi, which in February begins a five-year run as the title sponsor of the Super Bowl halftime show, has unveiled an enhanced and expanded alliance with Beyoncé, who will star during the Super Bowl XLVII Pepsi Halftime Show in February.
The company referred to the deal as a partnership, under which it has created what it called a "true creative and wide-ranging global collaboration with worldwide music icon, Beyoncé [to] collaborate in developing new content and innovative ways to engage fans, consumers and retailers to benefit both brands."
Pepsi, which has been aligned with Beyoncé since 2002, detailed several new activations that would lead up to, and then extend beyond, the Super Bowl performance.
Among them, Beyoncé would star in a new “Live for Now” global TV spot, currently scheduled for release in early 2013; appear in other elements of the multi-media campaign, including print, outdoor ads, POP (such as shelf promotions, in-store displays and in-store advertising) and on a limited-edition Pepsi cans and bottles, which Beyoncé has helped to design, which would be released in Europe first next year before hitting retail in the U.S.
A coming album and potential supporting tour would be supported via this alliance.
In addition, Pepsi said it would work with Beyoncé to establish the Creative Development Fund, which was described as a "resource devoted to the co-creation of innovative and relevant consumer content."
“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.”
Super Bowl XLVII will be played Feb. 3, 2013, at the Mercedes-Benz Superdome in New Orleans. The game will air on CBS, which said that its advertising airtime is virtually sold out, with 30-second spots going for upward of $3.8 million, according to industry analysts.
Pepsi rival Coca-Cola has three spots scheduled for the game. But Pepsi will have substantial presence before, during and after the game, with the Pepsi Halftime Show and several ads from the brand and PepsiCo siblings including Frito-Lay scheduled to run during the broadcast.
Pepsi, which sponsored the halftime show during Super Bowl XLVI (starring Prince), took over this year from Bridgestone, which had sponsored the last five halftime events.
According to Pepsi, the partnership with Beyoncé is an example of how the brand is "using our global scale and scope to create a platform to support multiple country-specific Pepsi musical artists . . . Our retail partners love music partnerships and are ready to embrace this relationship because Pepsi has a proven record of promotions that drive store traffic and sales," Pepsi said in a statement.
Beyoncé and her husband, Jay-Z, were recently voted the Most Powerful Couple in Sports by readers of NYSportsJournalism.com.