Pepsi, which has a long-term relationship with Omnicom Group, is bypassing the holding company for its latest round of global ads. Instead, the cola brand is relying on two smaller independent agencies for the next evolution of its "Live for Now" campaign. The ads also do not include big-name celebrities, which have been a hallmark for recent Pepsi work, including a 2013 ad starring Beyonce.
Asked to comment on the status of the Beyonce deal, a PepsiCo spokeswoman said in an email that "Pepsi and Beyonce have enjoyed a longstanding relationship and we continue to be fans of her and her work. She will not be featured in our 2015 commercial advertising."
Ms. Patrick said Pepsi will look to continue building relationships with celebrities and that Pepsi will "always be a brand linked to celebrity [and] cultural influencers and personalities across different aspects of culture." But Pepsi's marketing will also include "relatable consumers," she added.
It does not say she was dropped. It says she won't be used in their 2015 campaign, which is understandable if she's not releasing anything in 2015. I'm sure she still has her contract, the one she's had for over a decade...