Quote:
In April this year, Pepsi released its commercial titled 'Mirrors' that features international recording artiste Beyoncé and her new single Grown Woman.
In it the 'Bootylicious' entertainer shows off eight of her most memorable looks, including those from her Crazy In Love video from 2003 and the Single Ladies video from 2008.
The spot has been a success for Pepsi's 'Live for Now' campaign that was launched just over a year ago and has been the launching pad for Beyoncé's ongoing world tour, the 'Mrs Carter World Tour' that kicked off in mid-April and runs until September with an estimated 65 shows scheduled for Europe, North and South America.
"Markets around the world have responded extremely well," said Brad Jakeman, president of Global Beverages Group Pepsi Co. "I was in Dubai (recently) reviewing their plans for the Middle East and Africa and all of the markets, from Saudi to Dubai, are very excited about Beyoncé. She is one of the world's truly global artistes. Her tour is obviously going to reach many of our markets and they're very excited about how they are going to activate. There are lots of ideas, both driven from us at the centre but also from the markets themselves are really getting their teeth sunk into the incredible creative opportunities that this affords us."
Worldwide appeal
At the end of it all, Jakeman believes the reach of the commercial which has more than 11 million views on Youtube as well as Beyoncé's global appeal gives Pepsi the perfect platform from which to reach their consumers in ways in which they have never been reached before.
"I think like every major brand we have to acknowledge the profound shifts taking place in the way consumers interact with brands. We don't live in a world any longer where brands can talk at consumers; we have to talk with consumers. So a lot of things that we've been working on with Beyoncé and frankly a lot of the things she's felt very excited about are things that really engage and excite consumers and have them get involved."
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the full article. It provides a bit of insight on the "drawn out and complex" creative process of the ad, as well as who is regarded as a significant component to its success (other than Bey), and more on Pepsi's ambition for a thorough global outreach. It's a nice read.
