GET. BEYONCÉ. NOW. - Pepsi Unveils Visionary New Global Campaign that 'Shatters' Illusion and Features New Beyoncé Song

GET. BEYONCÉ. NOW.  - Pepsi Unveils Visionary New Global Campaign that 
'Shatters' Illusion and Features New Beyoncé Song "Grown Woman" 
Creative Collaboration Will Entertain Billions and Appear in More Than 70 
Countries Worldwide Starting April 4(th) 
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" brand ethos. 
"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 Claudio Miranda. 
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 will be available for download by accredited 
journalists. Please contact video@newswire.ca for access. 
Credits 
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 
About PepsiCo: 
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.com 
Beyoncé's personal site, in her own word and through her own eyes. 
The one true voice online for Beyoncé. 
Michelle Saba / Adrian Seeley PRAXIS michelle.saba@praxispr.ca 
/adrian@praxispr.ca O: 905-949-8255 x 242 / 230 C: 416-540-1786 / 
416-917-7257 
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 
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CO: CNW Enriched News Releases
ST: Ontario
NI: FBR FOD ORDER  
-0- Apr/04/2013 13:00 GMT
 
 
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