They haven’t rolled out the hologram Michael Jackson as of yet, but Pepsi is gearing up for an international marketing push that will feature the late music icon in a major way.
On Thursday [May 3] the company announced a deal with the estate of Michael Jackson to use the singer’s likeness and music as part of the advertisement. Along with TV spots that will run globally, there will be special edition cans with Jackson’s image, and new remixed version of some of his hit songs.
The campaign, which will spread to about a dozen countries, is perfectly timed to celebrate the 25th anniversary of MJ’s multiplatinum-selling album Bad. The critically acclaimed project spawned five number-one singles including the title track and “The Way You Make Me Feel.”
This promotion is a reunion of sorts for the soda company and the pop icon. In 1984 Jackson famously suffered severe burns to his head when his hair caught on fire while shooting a commercial for Pepsi. The company purportedly gave the singer $1.5 million for his injuries.
Fans in China and the U.S. will be the first to lay eyes on the ads as the campaign kicks off in the coming weeks.
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(Photo: AP Photo/PepsiCo Inc.)