[圖文] 百事可樂宣傳照釋出
百事可樂宣傳照 (今年十月拍的)
http://i.imgur.com/T1kHi.jpg
限量瓶身
今天釋出了百事可樂的宣傳照，
Bee將擔任代言人～
之後還會有電視廣告，
更重要的是百事可樂將會贊助Bee明年的新專輯宣傳以及世界巡演！
代言費預估有五千萬美元。
新聞稿：http://tinyurl.com/afzlyp3 (nytimes.com)
In Beyoncé Deal, Pepsi Focuses on Collaboration
FOR its campaign with Beyoncé next year, Pepsi doesn’t just want to sign up
the telegenic pop star for another TV commercial. It also wants to get into
the Beyoncé business.
In an expansion of the recent marketing experiments that have brought PepsiCo
ever closer to the music industry, the company has embarked on a hybrid
project with Beyoncé that will include standard advertising like commercials
as well as a multimillion-dollar fund to support the singer’s chosen
creative projects.
“Pepsi embraces creativity and understands that artists evolve,” Beyoncé
said in a statement. “As a businesswoman, this allows me to work with a
lifestyle brand with no compromise and without sacrificing my creativity.”
The campaign will coincide with a blitz of promotion for her next album,
which has no title or release date so far but is expected in 2013. Sometime
after she performs at the Super Bowl halftime show on Feb. 3 (also sponsored
by Pepsi), Beyoncé will appear in a new TV ad — her fifth for the soft
drink since 2002 — and her face will be on a limited-edition line of soda
cans.
The less conventional aspects of the deal are meant as collaborative projects
that indulge Beyoncé’s creative whims, and might well have no explicit
connection to Pepsi products. They are still at the brainstorm stage, but
could include live events, videos, “a cool photo shoot” or almost anything
else, said Lee Anne Callahan-Longo, the general manager of Parkwood
Entertainment, Beyoncé’s company.
For Pepsi, the goal is to enhance its reputation with consumers by acting as
something of an artistic patron instead of simply paying for celebrity
endorsements.
“Consumers are seeking a much greater authenticity in marketing from the
brands they love,” said Brad Jakeman, president of PepsiCo’s global
beverage group. “It’s caused a shift in the way we think about deals with
artists, from a transactional deal to a mutually beneficial collaboration.”
The multiyear campaign is estimated at $50 million, the bulk of it for media
placements and promotions around the world, and the remainder split roughly
equally between Beyoncé’s fee and what Pepsi calls a creative content
development fund.
‧
According to the tracking firm Kantar Media, PepsiCo and its archrival the
Coca-Cola Company each spent about $148 million in the United States to
advertise their soft drink brands in the first six months of 2012, across all
measured forms of media, like television, print, digital and radio.
Over the last decade many consumer brands have been taking more active roles
with artists, particularly in pop music. Converse, Red Bull and Toyota’s
Scion line, for example, have become as familiar in the music business as any
label or concert promoter by paying to help create and promulgate music.
Bands always risk fan disapproval when shaking hands with big corporations.
But with record company budgets diminished, Madison Avenue money is often
seen as essential. PepsiCo has been part of this trend through Green Label
Sound, a label financed through its Mountain Dew drink, which over the last
four years has paid to release free music by under-the-radar groups like Matt
& Kim and the Cool Kids.
“We recognize that there have been massive disruptions in music industry:
lower investment in artist development, fewer points of distribution,
financial constraints,” said Frank Cooper, a top marketing executive in
PepsiCo’s beverage division who has been a force for such projects. “We
look at those disruptions as opportunities for Pepsi.”
These deals are not limited to music. In 2010, Jay-Z (Beyoncé’s husband)
teamed with Microsoft to promote his memoir, “Decoded.” According to a case
study led by Anita Elberse, a Harvard Business School professor, the
publisher could contribute only $50,000 for marketing, but Microsoft paid $2
million for an elaborate scavenger hunt that promoted the book as well as its
new search engine, Bing.
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※ 發信站: 批踢踢實業坊(ptt.cc)
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廣告會搭配五專新單！
PepsiCo
.@Beyonce will be featured in a new, global @Pepsi commercial in 2013. The
new advertisement will feature a single from her upcoming album.
https://twitter.com/PepsiCo/status/278241996928335874
※ 編輯: joyride 來自: 118.171.239.147 (12/11 12:32)
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