Pepsi's Rishi Daing Talks New Beyonce Ad, What's Next

Pepsi premiered its latest commercial with Beyonce on Thursday, “Mirrors,” as part of its renewed creative partnership with the singer, valued at $50 million in media spend for the global ad campaign and a special fund designed for content co-creation.

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In the spot, Beyonce premieres the new Timbaland-produced song “Grown Woman,” which is expected to be a part of her as-yet-untitled fifth solo album, according to a spokeswoman for the singer. The 60-second commercial features the superstar revisiting some of her most famous looks, from her pink “Bootylicious” ensemble to the tank top and Daisy Dukes from “Crazy In Love” to the bionic glove from “Single Ladies,” before shattering the mirrors of her history as the chorus to “Grown Woman” kicks in. “Embrace your past, but live for now,” she says, invoking Pepsi’s global Live For Now tagline that was first introduced with Nicki Minaj last spring.

“Our relationship with Beyonce goes way back,” says Rishi Daing, senior director of marketing at Pepsi. “We started working with her in 2002, and since then we’ve had many successful campaigns. We wanted to be a lot different and impactful.” The partnership kicked off with Beyonce’s performance during Pepsi’s Super Bowl Half Time Show earlier this year and will continue into her Mrs. Carter Show World Tour, where Pepsi will sponsor “innovative activations for the fans as well as meet and greets with Beyonce.” The tour kicks off April 15 in Serbia and will wind down in the U.S. for six weeks this summer, wrapping on Aug. 5 at Brooklyn’s Barclays Center.

Other future projects will include co-created webisodes as well as design, some of which Daing says have already been unveiled. “You’ve seen some of the new look and feel of Beyonce over the last few months,” he says. “Everything we’ve done, including the TV commercial, has been a labor of love for Beyonce and Pepsi. We really worked together to deliver an artistic expression of what works for Pepsi.”

However, stay tuned to Pepsi.com, Daing says. “You’ll see a lot of fun stuff happening there over the next few weeks. We’re really going to put the consumer in the center of this experience. There will be a lot of opportunities for consumers to participate and be involved with some creative stuff.”

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