Beyonce and PepsiCo Strike “Collaborative” Deal

pepsi strikes deal with BeyonceBeyonce?s next album, due out in 2013, is expected to get a promotion boost. The singer has just signed on to a $50 million deal with PepsiCo, reminiscent of her husband Jay-Z?s ?Decoded? book deal that was promoted via Microsoft. According to a case study led by a Harvard professor, the publishing company that put out his book laid out $50,000 and Microsoft went the extra mile with a cool $2 million.??????

The deal PepsiCo made with Beyonce will include the standard perks such as advertising, but will include a multi-million dollar fund to support a number of her other projects. For example, it will sponsor her 2013 Super Bowl halftime performance. The arrangement goes beyond the typical celebrity endorsement deal; it is of a collaborative nature. Basically, PepsiCo has chosen to be ?in the Beyonce business? so to speak. Said Brad Jakeman, president of PepsiCo?s global beverage group, ?Consumers are seeking a much greater authenticity in marketing from the brands they love. It?s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.??????

Read more at The New York Times.