In celebration of the Bad album’s 25th anniversary, Pepsi will be releasing one billion cans featuring Michael Jackson’s image. New mixes of songs from the multi-platinum album are also in store.
Starting May 5, limited edition MJ-silhouette cans will be available in China, with the U.S. getting in on the action later in the month, according to an announcement on the King of Pop’s website. The campaign will unveil in roughly 20 other markets around the world throughout the year.
The campaign will also feature contests giving fans the opportunity to win merchandising and tickets to the Michael Jackson Cirque du Soleil show.
“This partnership goes beyond nostalgia and will engage with consumers all around the world with iconic imagery on more than one billion Pepsi cans, digital content and epic, live events, so that they can continue to connect with Jackson’s music and honor his legendary impact on entertainment,” said Frank Cooper, chief marketing officer of global consumer engagement at PepsiCo.
Jackson partnered with Pepsi for the first time in 1983 and has been featured in Pepsi commercials several times since then, most recently in 2011.
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