GLOBAL – Pepsi and the estate of Michael Jackson have formed a global partnership that will feature Michael’s iconic image on one billion Pepsi cans in more than 20 countries.
The special edition Michael Jackson Bad 25 Pepsi can partnership is part of Pepsi’s “Live for Now” campaign which also includes special edition merchandise, epic live events and iconic music.
The collaboration coincides with the 25th anniversary of Michael Jackson’s multi-platinum BAD album and its record-breaking tour. Michael Jackson Estate and Sony Music will likewise be having their own commemorative projects.
China and the United States are 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 rollout throughout the rest of the year.
"Pepsi has always been at the forefront of pop culture, helping to shape the music landscape. This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson's music in an engaging and very NOW kind of way – it's a model example of how Pepsi's 'Live for Now' campaign can manifest itself in a way that resonates the world over," Brad Jakeman, president, Global Enjoyment Brands and CEO PepsiCo Global Beverages Group said.
"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. “We're excited to see it all come to life."
Michael Jackson has a longstanding relationship with Pepsi spanning more than 25 years. The legendary King of Pop starred in his first Pepsi campaign alongside his brothers in 1983, as part of the Pepsi 'New Generation' campaign followed by Pepsi's sponsorship of the epic BAD Tour and the iconic "Chase" commercials which served as the impetus for the current reunion. Pepsi also featured Jackson in the 'Music Icons' commercial that premiered during The X Factor in 2011.