Pepsi has struck a deal with Michael Jackson’s estate to use him in a new global marketing campagin, Live For Now. AP reports the rollout will vary by country, but will include a special-edition cans featuring MJ’s image and chances to win leather jackets inspired by the singer’s style.
Using Jackson is a bit of a controversial choice. The singer first partnered with Pepsi in 1983. In 1984, Jackson’s hair famously caught fire while filming a Pepsi commercial at the Shrine Auditorium in Los Angeles. He suffered severe burns and many trace his addiction to painkillers to the incident, notes AP. Pepsi gave Jackson $1.5 million as a result.
Consumers in the USA and China will be the first to get a taste of the Jackson campaign in coming weeks, which is timed to coincide with the 25th anniversary of Bad, the singer’s multiplatinum album. The campaign will spread to about two dozen countries by fall.
On Wednesday, Pepsi announced a partnership to promote Katy Perry’s upcoming movie, Katy Perry: Part of Me 3D, opening July 5. On Monday, Pepsi is launching a TV ad featuring singer Nicki Minaj. The ad features a newly remixed version of Nicki’s hit Moment for Life.