“Queen Bey” Taking Over

PepsiAdam Opoien

Brendan Tourek

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.

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

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

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.

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

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?