Pepsi and the estate of Michael Jackson have announced a new partnership for a new campaign that will encompass music, live events, special edition merchandise and Jackson’s image on over one billion special edition cans.
The campaign ties in with the 25th anniversary of the release of Jackson’s Bad album. To celebrate Jackson’s incredible contribution to pop music, Pepsi, Sony Music and the Estate of Michael Jackson have teamed up to share new mixes of legendary Michael Jackson music from the Bad album with fans around the world, “proving that the King of Pop is not only the world’s most iconic artist from the 20th century but also influencing music in the 21st century as well.”
Brad Jakeman, president, Global Enjoyment Brands, and chief creative officer, PepsiCo Global Beverages Group, said, “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.”
“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. Branca and McClain added, “We’re excited to see it all come to life.”
