Pepsi cola cans to feature Beyonce
PepsiCo has turned to pop super star Beyone Knowles in a bid to turn around its cola business. PepsiCo has stepped up the marketing around its namesake product after admitting it faces a “challenge” selling cola in the US market particularly.
The problem for the company is its sports drinks, teas and other products are selling well, however these products are taking market share from its cola.
The company posted better-than-expected results, towards the end of April, with overall organic revenue up 4.4% despite a 3% decline in sales of its cola. Indra Nooyi, PepsiCo chief executive, said, “The cola category continues to be a challenge. Any growth we achieve in one area takes from another area where we compete.” Figures for the first three months of 2013 show marketing expenses rocketed by 11% as the cola giant signed the singer and pushed the drink.
The deal with Knowles sees the singer feature on cans and in a number of adverts on TV, in print and online where she revisits previous incarnations of herself.
She said, “I had so much fun collaborating on this campaign with Pepsi. I got to re-live some of my favourite past characters and looks. It was the first time I saw those costumes in years and it was very emotional.”