Prepare to see Beyoncé like you’ve never seen her before– and no we’re not talking about her upcoming HBO documentary. Queen B’s face will soon be on a limited edition Pepsi pop can set to be sold first in Europe next March. This venture is only one of the many upcoming projects the singer and Pepsi have up their sleeves after developing an unprecedented creative partnership.
In an attempt to enhance its involvement with the music industry and have a more artistic involvement, the brand has developed Pepsi Creative Development Fund and will collaborate with Beyoncé on numerous innovative projects outside of advertising campaign world. While her performance at the Superbowl (sponsored by Pepsi) and new commercial set to air during the game are brand based projects, some of their work will have no connection to the fizzy drink.
The multi-year campaign is estimated at a whopping $50 million! With promotions coinciding with her upcoming yet-to-be-named album sometime next year and her HBO self directed documentary, it looks like 2013 is going to the year of Beyoncé.