PURCHASE, N.Y. -- Pepsi has announced an exclusive global partnership with the Estate of Michael Jackson as part of its new "Live for Now" campaign, which Pepsi fans around the world will experience in a variety of ways including a retail campaign featuring one billion special-edition Michael Jackson Bad 25 Pepsi cans, iconic music, epic live events and opportunities for fans to access special-edition merchandise.
The partnership coincides with the 25th anniversary of Jackson's multi-platinum "BAD" album and record-breaking tour, around which the Michael Jackson Estate and Sony Music have celebratory projects underway.
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 Jackson's music from the album with fans around the world.
Pepsi will feature silhouette imagery of Jackson on cans with the launch of collectible limited-edition can designs. Pepsi will also run contests in markets around the world giving fans the opportunity to win merchandise, including a limited number of jackets inspired by the original staff "BAD" tour jackets and tickets to Michael Jackson The Immortal World Tour by Cirque du Soleil.
"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," said John Branca, who, along with John McClain, is co-executor of the Estate of Michael Jackson.
China and the United States will be among the first Pepsi markets to launch the exclusive Jackson activity in 2012, with approximately 20 additional markets in Asia, South America and Europe continuing the international rollout throughout the rest of the year.
On May 5 in China, a 330ml limited-edition can will be available at retail locations nationwide. Also, from May 15 to June 14, 2012, Pepsi will encourage fans to share photos of their Jackson collections or original artwork celebrating him for a chance to win tickets to The Immortal World Tour as part of China's "In Honor of King of Pop MJ" promotion.
Later in May, Pepsi will launch a U.S. nationwide retail campaign including a limited-edition 16-oz. King of Pop Pepsi can, as well as initiate a retail music-themed promotion.
Jackson had a relationship with Pepsi spanning more than 25 years. He starred in his first Pepsi campaign alongside his brothers in 1983, as part of the Pepsi 'New Generation' campaign followed by Pepsi's sponsorship of the epic "BAD" Tour and the iconic "Chase" commercials, which served as the impetus for the current reunion. Pepsi also featured Jackson in the 'Music Icons' commercial that premiered during The X Factor in 2011.
Pepsi's new "Live for Now" campaign is a culmination of extensive global research demonstrating Pepsi fans' desire to capture the excitement of "now" and "to live each moment to the fullest," the company said First launched in the United States last month, "Live for Now" will be realized through a variety of global, pop-culture platforms, events and partnerships and will begin to roll out globally throughout 2012.
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