As part of a new partnership between Pepsi and Michael Jackson’s estate, one billion cans of Pepsi will feature a special edition “Michael Jackson Bad 25″ design based on the pop legend’s silhouette. The nature of the promotion will vary by country, but will include a TV ad, special edition cans bearing Jackson’s image and chances to download remixes of some of Jackson’s most famous songs.
Consumers in the U.S. and China will be the first to get a taste of the campaign in coming weeks, which is timed to coincide with the 25th anniversary of ‘Bad,’ the singer’s multi-platinum album. In the U.S., the company is rolling out collectible 16-ounce blue cans that bear an image of Jackson striking one of his iconic poses. Consumers will be able to scan codes on the cans with their phones to download remixed tracks from ‘Bad.’ The Chinese market will see a TV ad featuring Jackson. Contests will also let consumers win tickets to a Michael Jackson-inspired show by Cirque du Soleil and leather jackets inspired by the singer’s style.
Next week, Pepsi is also launching a TV ad featuring singer Nicki Minaj and announcing details of its partnership with Twitter to stream concerts online. Brad Jakeman, Pepsi’s chief creative officer, says the broader ‘Live For Now’ campaign was developed over the past 10 months and is intended to amplify the company’s longstanding ties with pop culture.
Love Niamh x