Beyonce Knowles Inks Pepsi Deal
After two years, PepsiCo Inc. has said goodbye to Britney Spears as its spokesperson and replaced her with Beyonce Knowles of the R&B trio Destiny's Child.After two years, PepsiCo Inc. has said goodbye to Britney Spears as its spokesperson and replaced her with Beyonce Knowles of the R&B trio Destiny's Child. The 21-year-old is "a multitalented entertainer who has achieved tremendous success and popularity in both music and movies," Dave Burwick, senior vice president and chief marketing officer of Pepsi-Cola North America, said.
Knowles' film credits include this summer's "Austin Powers in Goldmember" and a hip-hop version of "Carmen" that aired last year on MTV. Her first Columbia solo album is expected early next year.
She's agreed to star in two TV commercials for Pepsi. The campaign will also include radio and Internet ads, point-of-purchase materials, and consumer promotions. Pepsi also has the option to sponsor a solo concert tour, which Knowles is considering for 2003. "I'm thrilled to be joining so many talented entertainers who have created memorable Pepsi moments over the years," she said.
The new spots will continue the "Joy of Pepsi" campaign, which Spears began in January 2001. The company's contract with Spears expires at the end of this year, and spokesperson said there are no plans to renew it.
But Spears' spokesperson said the end of the contract does not mean the pop star's relationship with Pepsi is over. "They are in conversation ... I'm sure Britney would love to work with them more," the spokesperson told The New York Times.
Pepsi declined to say when Knowles' commercials would begin airing. Financial terms of the agreement weren't disclosed.
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