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Pepsi, Twitter to Stage Online Concerts

Deal is part of soft-drink maker's new global marketing campaign


The volume on the cola wars turned up a notch today when PepsiCo (NYSE:PEP) announced its summer plans to stream videos of live concerts via Twitter as part of its new marketing campaign. The No. 2 soda maker recently tweeted that the campaign called “Live for Now” will link Pepsi “with the world’s top music and sports entertainers.”

Additionally, the campaign will revive “Pepsi Pulse” during the next season of the hit T.V. talent show, “X-Factor.” It will also include a commercial with Billboard’s “rising star,” Nicki Minaj. The commercial will feature the entertainer’s song “Moment 4 Life,” Ad Age reported.

Pepsi has teamed up with entertainers in the past, but admits that in recent years it has not been using music and entertainment to connect with its audience as much as it has previously done.

“When we look at what Pepsi really stands for, we’ve been an entertainment platform for as far back as anyone can remember,” Simon Lowden, chief marketing officer of PepsiCo Americas Beverages, told Ad Age. “But there have been times in the last decade where we haven’t been in the right place in entertainment around the world, haven’t been at the forefront.”

Pepsi’s deal with Twitter comes on the heels of longtime rival Coca-Cola‘s (NYSE:KO) partnership with Spotify.

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