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After two years on the job, PepsiCo Inc. is bidding Britney Spears farewell.
The food and beverage company on Tuesday dubbed Destiny's Child star Beyonce
Knowles its newest pop princess.
Knowles is "a multitalented entertainer who has achieved tremendous success and
popularity in both music and movies," said Dave Burwick, senior vice president
and chief marketing officer of Pepsi-Cola North America. Knowles' film credits
include "Austin Powers in Goldmember" and the upcoming film "The Fighting
Temptations."
Knowles has agreed to star in two TV commercials for Pepsi-Cola. The campaign
also will include radio and Internet advertising, point-of-purchase materials
and consumer promotions. Pepsi also has the option to sponsor a solo concert
tour, which Knowles is considering for 2003.
Financial terms of the agreement weren't disclosed.
The new spots will continue the "Joy of Pepsi" campaign, which began in January
2001, Pepsi spokesman Bart Casabona said.
He added that Pepsi hasn't determined which advertising agency to use for the
campaign. Omnicom Group Inc.'s BBDO Worldwide New York has worked with Pepsi in
the past.
Pepsi's contract with Spears expires at the end of this year. Pepsi's Casabona
said there are no plans to renew it.
Rival Coca-Cola Co. has new advertising in the works for its flagship soft drink
as well. Industry observers expect to start seeing the new ads, which will use
celebrities and focus on the "real" qualities of Classic Coke, as soon as next
month.
Knowles' popularity "resonates with a remarkably broad audience," said Randy
Melville, vice president, multiculturalism and strategic initiatives for
Pepsi-Cola North America.
Pepsi declined to say when the commercials featuring Knowles would begin airing.
Source: Yahoo! News
Posted by Ruben
Well, heck, what can I say.....this is probably one of the worst moves the
company could have made. It's going to be weird to open up a Pepsi and think
that Britney is not tied to it anymore. Even though the Britney/Pepsi deal did
not make a big effect on me, I know it did to millions of other fans. When Pepsi
released their annual earnings last year, Britney Spears boosted company revenue
by 30%. I just hope for the sake of their pockets, that they did the right
thing. Even though Pepsi is signing up awesome artists to represent them, and
even though they can get rid of some, perhaps Britney should not have been one
of them.
updated: 12-17-2002 22:14
World
of Britney.com, Winner of the 2002-2003 and 2003-2004 Golden Web
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First
former beau Justin Timberlake. Now Pepsi. 
