Creative Collaboration Will Entertain Billions and Appear in More Than
70 Countries Worldwide Starting April 4th
MISSISSAUGA, ON, April 4, 2013 /CNW/ - Beyoncé and Pepsi take the
ultimate trip down memory lane, only to realize the excitement of the
moment is NOW in a new global advertising campaign unveiled today. The
creative collaboration, mutually developed by Beyoncé and Pepsi as part
of a previously announced global partnership, will debut at 9:00am
EDT/2:00pm GMT in a special digital premiere on www.youtube.com/pepsi, followed by airings in more than 70 countries worldwide. The spot,
which will be seen by more than a billion people, also features "Grown
Woman," an infectious new track from Beyoncé. The ad will debut this
month nationally on Canadian television.
The global partnership is the next iteration of Pepsi's "Live for Now"
brand spirit, which encourages fans to embrace the NOW and be at the
epicenter of, and helping to define, pop culture - a mindset shared by
both Beyoncé and Pepsi.
The spot entitled "Mirrors", one of the first creative collaboration
elements of the partnership, sees Beyoncé's most iconic personalities
from her past - including "Bootylicious" Beyoncé, "Sasha Fierce" and
"Crazy in Love" Beyoncé - go head-to-head in a dance-off in a mirrored
studio. As it progresses, Beyoncé recreates her most memorable moves
before being inspired to create a fresh, never-before-seen routine.
"Mirrors" chronicles Beyoncé's realization that all these experiences
and personas helped her become who she is NOW, much like the story of a
"Grown Woman" - the perfect visual embodiment of the "Live For Now"
"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,"
says Beyoncé. "I'm proud of those moments and they all connect in some
way and have helped me evolve into who I am today."
Beyoncé and Pepsi enjoy a long-standing relationship that goes back more
than a decade and includes groundbreaking, international campaigns in
which she starred alongside Jennifer Lopez, David Beckham, P!nk and
Britney Spears. Beyoncé was intimately involved in every aspect of the
creative development of this campaign - from the storyline to the
overall styling and selection of which 'Beyoncé's' best bring to life
the journey she has been on, to become who she is NOW.
"There isn't an artist that embodies what it means to "Live for Now"
more than Beyoncé. She is a true trendsetter and is at the epicenter of
pop culture today, and we couldn't have asked for a better creative
partner to bring our shared visions to life. While this advertising is
the first phase of our wide-ranging collaboration, we are also
incubating a lot of other cool creative content together to entertain
our fans, create indelible moments and continue to shape pop culture," said Brad Jakeman, President, Pepsi Global Beverages Group.
"Mirrors" was shot in New Jersey (USA), directed by Jake Nava who has
collaborated with Beyoncé on numerous projects including the indelible
"Crazy in Love" video and filmed by Oscar award-winning cameraman
To watch the brand new "Mirrors" advert and find out more on Pepsi's
2013 campaign visit YouTube.com/Pepsi, and for more information visit www.pepsi.com, Beyonce.com and facebook.com/PepsiCanada and @PepsiCanada.
Notes to editors:
Broadcast quality video is available for download by accredited
journalists at http://cnw.pathfireondemand.com/viewpackage.action?packageid=700.
TVC title: Mirrors
Production company: Framestore- special effects; Cut and Run - editing
Director: Jake Nava. He has collaborated with Beyoncé on a number of projects,
including directing Crazy In Love.
Advertising agency: 180 LA
Location of shoot: Newark, New Jersey, USA
PepsiCo is a global food and beverage leader with net revenues of more
than $65 billion and a product portfolio that includes 22 brands that
generate more than $1 billion each in annual retail sales. Our main
businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola -
make hundreds of enjoyable foods and beverages that are loved
throughout the world. PepsiCo's people are united by our unique
commitment to sustainable growth by investing in a healthier future for
people and our planet, which we believe also, means a more successful
future for PepsiCo. We call this commitment Performance with Purpose:
PepsiCo's promise to provide a wide range of foods and beverages from
treats to healthy eats; to find innovative ways to minimize our impact
on the environment by conserving energy and water and reducing
packaging volume; to provide a great workplace for our associates; and
to respect, support and invest in the local communities where we
operate. For more information, please visit http://www.pepsico.com
Beyoncé's personal site, in her own word and through her own eyes.
The one true voice online for Beyoncé.
Video with caption: "Video: Beyonce - Mirrors TVC B-Roll Footage". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20130404_C2543_VIDEO_EN_25219.mp4&posterurl=http://photos.newswire.ca/images/20130404_C2543_PHOTO_EN_25219.jpg&clientName=PEPSICO%20CANADA&caption=Video%3A%20Beyonce%20%2D%20Mirrors%20TVC%20B%2DRoll%20Footage&title=PEPSICO%20CANADA%20%2D%20GET%2E%20BEYONC%26%23201%3B%2E%20NOW%2E%20%20%2D%20Pepsi%20Unveils%20Visionary%20New%20Global%20Campaign%20that%20%27Shatters%27%20Illusion%20and%20Features%20New%20Beyonc%26%23233%3B%20Song%20%26quot%3BGrown%20Woman%26quot%3B&headline=GET%2E%20BEYONC%26%23201%3B%2E%20NOW%2E%20%20%2D%20Pepsi%20Unveils%20Visionary%20New%20Global%20Campaign%20that%20%27Shatters%27%20Illusion%20and%20Features%20New%20Beyonc%26%23233%3B%20Song%20%26quot%3BGrown%20Woman%26quot%3B
Image with caption: "GET. BEYONCÉ. NOW. (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20130404_C2543_PHOTO_EN_25181.jpg
Image with caption: "GET. BEYONCÉ. NOW. (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20130404_C2543_PHOTO_EN_25182.jpg
Image with caption: "GET. BEYONCÉ. NOW. (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20130404_C2543_PHOTO_EN_25183.jpg
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25186.pdf
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25187.pdf
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25188.pdf
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25189.pdf
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25190.pdf
PDF available at: http://stream1.newswire.ca/media/2013/04/04/20130404_C2543_DOC_EN_25191.pdf
SOURCE: PEPSICO CANADA
For further information:
Michelle Saba / Adrian Seeley
firstname.lastname@example.org / email@example.com
O: 905-949-8255 x 242 / 230
C: 416-540-1786 / 416-917-7257