On Sunday evening my house had friends over for the Beyonce bowl, I mean Super Bowl….
I do watch the Super Bowl every year but to be honest, I’m never really that interested in the actual football. My attention is directed mainly towards the snacks, drinks, and watching the commercials about other snacks and drinks, and this year Beyonce! I’m a pretty dedicated follower of Queen Bey, and knew about her performance a few months before the game. However, I was surprised to see a lot of the attention she gained before the event in relation to her new collaboration with Pepsi.
Leading up to game day, Pepsi ran many advertisements featuring Beyonce’s lips painted as the Pepsi logo and promoted her halftime performance with a contest run out of Pepsi.com.
The first part of her performance was made up by contest entries sent into Pepsi.com by her fans making a collage titled “Frame By Frame”. A very unique way to include fans within the performance, but the collaboration between Beyonce and Pepsi has many observers questioning what is really going on. Many of Pepsi’s commercials have included famous artists (we will rock you with Pink, Britney, and Beyonce anyone?)
Now stated in a Times article, Pepsi has decided to partner with Beyonce to support her as a creative artist. The partnership will not only include commercial advertising, but also a multimillion-dollar fund to support the singers chosen creative projects. This shift in advertising seems to be following current trends and interests, as well as promoting their company as a supporter of independent musicians. Their slogan “Live For Now” vibes along with the use of a current artist, who has been popular for many years and has a strong fan following, they are not only tapping into her fan base, but also into a generation that is highly influenced by current media. An interesting relationship, but it seems like both sides will benefit! What do you think about it?
MLW 2/5
Stay Thirsty My Friends 