Back in December, Pepsi announced that Beyonce as their new creative partner and brand ambassador in a deal which includes a fund for “creative projects” as well as the standard advertisements and endorsements. While it wasn’t exactly clear what the fund would be used for, the deal was typical of the commercial agreements global brands are forging with well known celebrities. Following the Beyonce/Pepsi deal, Justin Timberlake and Alicia Keys were announced as creative directors for Budweiser and BlackBerry respectively, celebrity endorsement 2.0.
Today, Pepsi released it’s latest ad campaign featuring Mrs Carter, which she helped to conceive and produce while contributing to the storyboarding, wardrobe and tagline, providing a more authentic relationship than a simple advertisement campaign. As soon as the video was released, Twitter and the blogosphere are abuzz with praise for the campaign. As a Beyonce fan, of course I love it. What do you think?