“Queen Bey ” Taking Over Pepsi
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“Queen Bey” Taking Over
PepsiAdam Opoien
Brendan Tourek
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Article SummaryO Beyonce is new face of PepsiO Commercial released Thursday on
Pepsi’s YouTubeO Beyoncé reliving her past and
exploring her future while watching herself in a mirror dance to her new song, Grown Woman.
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SYNERGY!!!O Beyonce and Pepsi teaming up is a
sum greater than their individual effects
O Beyonce pushing new song “Grown Woman” and Pepsi promoting new direction
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Related to the ChapterO Pepsi uses centralized system
O One person has most control for executive decisions
O Beyonce is the power figure for the adO Pepsi used ad agency 180 Los
Angeles
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Celebrity Ad PowerO According to Noreen Jenney Laffey,
President of Celebrity Endorsement Network "Celebrities don't just want creative approval anymore,They want creative control.“
O • Song power. Her new song, Grown Woman, will be seen and heard by more than 1 billion people worldwide by the time the campaign ends.
O • Design power. Beyoncé will help design the new cans with her image that will be handed out at special Pepsi-sponsored events — but not sold in stores. Pepsi will sponsor her upcoming concert tour.
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Celebrity Ad Power cont.
O • Content power. Beyoncé will play a role in establishing the Pepsi Creative Development Fund, which will be devote to the co-creation of innovative consumer content.
O Brad Jakeman, President of PepsiCo’s Global Beverages Group, "We couldn't have asked for a better creative partner.“
O Beyonce is the epicenter of popculture
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Pepsi’s New DirectionO Pepsi losing with the Millennial
GenerationO Beyonce trying to embrace the brand
and build it O Pepsi’s risk is if the new direction
fails, will Beyonce go off the reservation?