Back in the day, endorsing a brand like PepsiCo‘s (PEP) iconic Pepsi simply meant taking a refreshing sip of the beverage, saying ahhhh, then smiling at the camera.
Boy, have things changed. Beyonce — the latest soft-drink superstar — is expected to do much, much more. Since stealing the spotlight at the Super Bowl’s Pepsi Halftime Show, and beyond the usual TV-commercial-starring and face-on-can promotions, Beyonce is working to create “innovative content” for Pepsi’s global advertising campaign called “Live for Now.”
The company describes it as a global music strategy which supports emerging, rising and iconic stars alike by providing them with truly global reach, promotional support and innovative resources.
Critics, though, see through the musical branding and instead have been hard on the diva for supported an unhealthy beverage, and thus modeling an unhealthy lifestyle. Of course, the Queen B doesn’t seem to care … and I wouldn’t either if I was making a cool $50 million just for supporting a soda brand.