PepsiCo Looks to Dead Pop Star Jackson to Revive Flagship
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PepsiCo Inc., which just unveiled a “Live for Now” marketing campaign to revive its flagship Pepsi-Cola, is looking to a dead pop star -- Michael Jackson -- to generate buzz.
The world’s second-largest soft-drink maker will plaster Jackson’s image on 1 billion Pepsi cans in 20 countries, starting in China on May 5, Purchase, New York-based PepsiCo said in a statement. A deal with the estate of Jackson, who died of a drug overdose in 2009, will include music, live events and merchandise to flog Pepsi-Cola, which has lost market share to Coca-Cola.