Thursday, May 3, 2012
PepsiCo Inc. is going on a reunion tour with The King of Pop.
The Purchase, N.Y.-based company says it struck a deal with Michael Jackson's estate to use the late pop star's image for its new global ad campaign. The rollout will vary by country, but will include a TV ad, special edition cans bearing Jackson's image and chances to win leather jackets inspired by the singer's style.
The promotion is part of a broader marketing blitz by Pepsi, which is looking to take business back from The Coca-Cola Co.
Consumers in the U.S. and China will be the first to get a taste of the Jackson campaign in coming weeks. Pepsi did not disclose the terms of its deal with the Jackson estate.