Beyoncé and PepsiCo agree global partnership

Limited edition Pepsi cans that feature an image of pop superstar Beyoncé will first be seen in Europe in March 2013.

PepsiCo and Beyoncé have announced a partnership that will see the singer become the drinks giant’s global ambassador.

The partnership is designed to be a wide-ranging collaboration between Pepsi and the 16-time Grammy Award-winning artist, with the brand and the pop star working together to co-create content and experiences intended to benefit both partners while giving the fans true “Live for Now” experiences.

“Pepsi and Beyoncé share a passion and enthusiasm for breaking new ground when it comes to music,” says Brad Jakeman, president of PepsiCo’s Global Beverages Group. “Beyoncé, who continually defines and redefines what ‘now’ means for her millions of devotees worldwide, is the perfect partner and ambassador for Pepsi.”

Beyoncé and Pepsi will come together to craft content including music and digital experiences, as well as promotional, packaging and social media elements.

Beyoncé Knowles rose to fame in the late 1990s as the lead singer of Destiny’s Child, one of the world’s best-selling girl groups of all time.

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