Pepsi has announced an exclusive global partnership with the Estate of Michael Jackson as part of its new Live for Now campaign. The partnership, which coincides with the 25th anniversary of Jackson's multi-platinum “Bad” album, will include the release of one billion Michael Jackson Bad 25 Pepsi cans, special edition merchandise, music releases and live events. The Michael Jackson Estate and Sony Music also have celebratory projects underway for the anniversary.
"Michael Jackson will always be the King of Pop, and his music has always inspired fans and artists alike,” says Frank Cooper, chief marketing officer, global consumer engagement, PepsiCo. “But, this partnership goes beyond nostalgia and will engage with consumers all around the world with iconic imagery on more than one billion Pepsi cans, digital content and epic, live events, so that they can continue to connect with Jackson's music and honor his legendary impact on entertainment."
China and the U.S. are among the first Pepsi markets to launch the Michael Jackson King of Pop activity this month, with the release of a collectible limited edition can featuring silhouette imagery of the King of Pop. The program will roll out through the rest of the year in approximately 20 additional markets in Asia, South America and Europe.
In addition to the special edition cans, Pepsi, Sony Music and the Estate of Michael Jackson have teamed up to share new mixes of Michael Jackson music from the “Bad” album.
"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," says John Branca and John McClain, co-executors of the Estate of Michael Jackson. "We're excited to see it all come to life."
Michael Jackson starred in his first Pepsi campaign alongside his brothers in 1983, as part of the Pepsi New Generation campaign.