PepsiCo Inc. is resurrecting Michael Jackson to try to pump life into its flagship cola, three years after the singer’s death and more than a quarter century after the pop icon’s landmark sponsorship deal to become the voice of the brand, according to The Wall Street Journal.
Following an agreement with Mr. Jackson’s estate, the beverage and snack giant said Thursday that it will roll out a billion Pepsi cans with a silhouette of Jackson as part of its newly launched “Live For Now” global marketing campaign.
The can (pictured above) pairs Pepsi’s new logo with an illustration of Jackson from his iconic 1984 “The Chase” Pepsi commercial. Pepsi sampled the same TV spot earlier this year for its “X Factor” campaign, with footage of stars set to Outasight’s “Tonight Is the Night” and the tagline “Who’s Next?”
Watch the extended cut of Michael Jackson’s Pepsi commercial:
PepsiCo and Jackson’s estate declined to disclose the financial terms of the latest deal. Mr. Jackson signed onto a Pepsi sponsorship deal in 1984 for a then-record $5 million.
The new campaign — which also pairs the cola company with stars like Nicki Minaj and Katy Perry — is part of PepsiCo’s pledge to ramp up spending on its flagship cola, which has been losing ground behind archrival Coca-Cola Co.
Pepsi is also prepping a 25th-anniversary campaign in mid-May commemorating the release of Michael Jackson’s “Bad.” It will include a series of remixes from superstar DJs, with Skrillex, Diplo and A-Trak rumored to be working on the project. The exclusive tracks are set to be accessed through a special Pepsi-can promotion where fans can scan a code with their phone to hear a song.