Pepsi To Release Michael Jackson Commemorative Cans
Pepsi today announced an exclusive global partnership with the Estate of Michael Jackson as part of its new "Live for Now" campaign. The new partnership builds on an existing relationship that dates back to the first Pepsi campaign Jackson appeared in alongside his brothers in 1983, as part of the Pepsi 'New Generation' campaign followed by Pepsi's sponsorship of the BAD Tour. As part of the partnership, one billion special edition Michael Jackson Bad 25 Pepsi cans will be released commemorating the 25th anniversary of Jackson's multi-platinum BAD album and record-breaking tour.
"We are thrilled to bring Michael and Pepsi back together, as they were in 1988, to celebrate the 25th anniversary of the BAD album and tour and to put Michael on one billion Pepsi cans – perhaps a Guinness record," commented John Branca and John McClain, co-executors of the Estate of Michael Jackson. Branca and McClain added, "We're excited to see it all come to life."
China and the United States will be among the first Pepsi markets to launch the exclusive Michael Jackson King of Pop activity in 2012, with approximately 20 additional markets in Asia, South America and Europe continuing the international roll-out throughout the rest of the year.
"Michael Jackson will always be the King of Pop, and his music has always inspired fans and artists alike," Frank Cooper, chief marketing officer, Global Consumer Engagement, PepsiCo added. "But, this partnership goes beyond nostalgia and will engage with consumers all around the world with iconic imagery on more than one billion Pepsi cans, digital content and epic, live events, so that they can continue to connect with Jackson's music and honor his legendary impact on entertainment."