The soft drink’s slogan may be the “Joy of Pepsi,” but there’s no joy for Britney Spears, whose contract has not been renewed by the cola giant. Pepsi has now signed on Destiny’s Child star Beyonce Knowles for commercials.
Pepsi announced it signed Knowles for her star power in both music and movies. This summer, she made her film debut in Austin Powers In Goldmember and will appear in the upcoming movie The Fighting Temptations.
The Destiny’s Child frontwoman will appear in two TV commercials for the cola company as part of a new campaign that also will include radio and Internet advertising, and other promotions. In addition, Pepsi has the option to sponsor a Knowles solo concert tour, which she is said to be considering for 2003.
Spears has been the pop figurehead for the soft drink company for two years, launching her “Joy” campaign in January 2001, with her ad featuring former U.S. Senator Bob Dole premiering on the Academy Awards that year in March. Her two 2002 ads during the Super Bowl cost Pepsi a reported $8 million dollars to air. Other singers who’ve represented the cola conglomerate include Faith Hill, Aretha Franklin, and in prior campaigns, Madonna and Michael Jackson.
— Darryl Morden, Los Angeles