The brand has shared a stage with marquee names for the past 50 years—literally or figuratively—and they’ve benefited from being marketed by the world’s most visible marketers.
It’s been a tradition since Johnny Cash, B.B. King, and Tammy Wynette.
In 1984, the company produced the iconic “Pepsi Generation” ad starring Michael Jackson & Alfonso Ribeiro set to the music of “Billie Jean” — arguably one of the most iconic ads in television history.
Prince performed “Purple Rain” in the pouring rain during the brand’s first sponsorship of the Super Bowl Halftime Show in 2007, which has remained in our cultural consciousness ever since.
The brand’s 10-year sponsorship of the Halftime Show ended with a blowout finale featuring Dr. Dre, Snoop Dog, Eminem, 50 Cent, Kendrick Lamar, Mary J. Blige, and 50 Cent.
Here’s what the article states –
With such a diverse and deep historical presence in music (and such a varied stable of brands), it’s difficult to summarize a single reason why Pepsi’s efforts have been so impactful. But you might summarize the brand’s approach as making sure it’s always in the right place at the right time.
“We don’t think about music marketing from the perspective of how to activate in the music space through the VMAs or another show,” explains Harter. “Rather, we think about it from a brand strategy perspective and ensure that we align the right brand with the right musical moments that attract the right audience. We understand that music is an important way to connect with consumers through the cultural musical moments that matter most and want to be sure we have a consistent presence in that space.”
In other words, the show is far from over.
Read the full story here.
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