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New Pact Includes Creative Ad Collaboration Beyonce Knowles, the lead singer of the multi-platinum selling trio Destiny's Child and big-screen star of "Austin Powers in Goldmember" has joined the Pepsi family. The new agreement includes the development of a national ad campaign and potential concert tour sponsorship. Knowles' new relationship with Pepsi calls for creative collaboration on two new TV commercials. Pepsi also will have the option to sponsor a solo concert tour, which Knowles is considering for 2003. "Beyonce is a multitalented entertainer who has achieved tremendous success and popularity in both music and movies," said Dave Burwick, senior vice president and chief marketing officer of Pepsi-Cola North America. "We're excited to be working with Beyonce to capture her unique style in a special Pepsi way."
"Beyonce's popularity resonates with a remarkably broad audience," said Randy Melville, vice president-multiculturalism and strategic initiatives for Pepsi-Cola North America. "We look forward to doing extraordinary work with Beyonce, reaching out to a diverse range of consumers and communities across the country." Purchase, NY-based Pepsi-Cola North America is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Blue, Mountain Dew, Mountain Dew Code Red, Sierra Mist, Mug, Slice, Aquafina, FruitWorks, Dole single-serve juices and SoBe. The company also makes and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. For more information, visit http://www.pepsi.com |
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American Music and Film Sensation Beyonce Knowles Joins the Pepsi Family
"I've been a fan of Pepsi's TV ads for as long as I can remember," said Knowles. "I'm thrilled to be joining so many talented entertainers who have created memorable Pepsi moments over the years. Many of them have inspired me, and I'd love to do the same for the next generation of artists out there."