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Beyonce, Pepsi become 'global partners'

5:33 PM, Dec 10, 2012   |    comments
Gannett News Service, Dan MacMedan/USA TODAY/File
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by Ann Oldenburg, USA TODAY

How about some Beyonce with your Pepsi?

The star and the soft drink giant have become "global partners," it was announced today, in a multi-year deal that is designed to take the singer/actress beyond advertising.

We already know we'll see Beyonce at the Pepsi Halftime Show of the Feb. 3 Super Bowl, but now, Pepsi President Brad Jakeman says this will offer her "multiple outlets to tap into in order to express her creativity."

Pepsi also says to look for "the two brands to co-create cool online content."

Planned for early 2013: Pepsi cans with Beyonce on them, and a new Live For Now TV commercial. It will be Beyonce's fifth for the soft drink since 2002.

The New York Times notes that Beyonce may have gotten the big-deal idea from her hubby, Jay-Z, who partnered with Microsoft in 2010 to promote his book, Decoded.

The Times says the new Beyonce-Pepsi partnership is estimated to be a $50 million deal, with the bulk of it for media placements and promotions around the world, and the remainder split between Beyoncé's fee and what Pepsi calls a creative content development fund.

Copyright 2012 USATODAY.com

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