Pepsi's banking on Beyoncé to make its brand pop. The Grammy winning pop star has inked a 50-million-dollar deal with the soft drink giant to promote Pepsi products. According to "The New York Times," the multi-year deal is expected to include standard advertising like commercials and print ads, as well as a "fund to support the singer's chosen creative projects." In a statement, the Beyoncé said the deal will allow her to work with a lifestyle brand with no compromise and without sacrificing her creativity. The partnership will kick off when Beyoncé headlines the Pepsi-sponsored Super Bowl half time show in February.
Beyoncé's husband, hip-hop star Jay-Z struck a similar deal with Anheuser Busch in 2006 when he was named "co-brand director" for the the company's Bud Select beer. The deal called for Jay-Z to participate in Budweiser Select planning sessions and provide his insights on various brand programs.