$50 Million Pep Talk

By Dean L. Jones, CPM

The marvelous entertainer Beyoncé recently signed a $50 million product promotion deal with PepsiCo.  Beyoncé is the featured 2013 Super Bowl halftime performer and will now appear in a new television commercial for the sugary soft drink maker.  This big marketing campaign includes placing Beyoncé’s face on a limited-edition run of Pepsi soda cans.  Naturally, all of this rolls right up to Beyoncé’s music tour next year.  Beyoncé has previously appeared in Pepsi ads, but now becomes the face of the brand and allows Pepsi to sponsor her albums, concerts, photo shoots and music videos.

According to Beyoncé, “Pepsi embraces creativity and understands that artists evolve. As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”  Pepsi has a longstanding advertising style with using sex appeal to sell their popular beverages.  They love showing shapely women to tap a consumers’ beautiful human emotion.  Aside from Beyoncé, Pepsi s known for high profile celebrity singers that read like a who’s who including Polly Bergen, Joanie Summers, Ray Charles (You Got the Right One, Baby, Uh Huh), The Jacksons (featuring the late pop sensation Michael Jackson), Paula Abdul, Pink, Enrique Iglesias, Queen (We Will Rock You), Madonna, Aretha Franklin, Janet Jackson, Kanye West, Britney Spears, Mary J. Blige, the Spice Girls, Van Halen, Tina Turner and even David Bowie have all made the Pepsi Generation memorable.

Ironically, Beyoncé has shared some of her diet habits that surround eating lots of green vegetables and avoiding red meat, processed sugars, bread and alcohol.  Although chocolate is one of her favorite cheat foods she balances out over indulging with lots of running exercises.  A specific meal plan for Beyoncé looks like this: Breakfast – egg whites; Lunch – protein shake or fresh sliced turkey with capers; Snack – edamame or cucumbers with vinegar, cayenne pepper and lemon, berries or a green apple; and for Dinner – yellowtail sashimi with jalapenos and wasabi.  This is not your average diet, but one thing for sure it is far from processed sugary-filled items like a soda.  So, I am sure these Pepsi ads will not influence her to start drinking soda on any regular basis, as the ingredients do not align with carrying out a nourishing diet and exercise each day.

Just one 12-ounce can of Pepsi contain 41 grams of processed sugar, which is equivalent to more than 10 full teaspoons of those artery inflammatory white crystals.  Consuming excessive processed sugar causes circulation problems that lead to diabetes-related issues including amputations.  Thickened blood cannot get through small blood vessels in the eye and foot, not to mention the kidneys.  Accordingly, it is more than critical to be about not falling victim to the consumer trap that even appears to come from a very credible source.

Mr. Jones is a marketing strategist with the Southland Partnership Corporation (a public benefit organization), sharing his view on mismanagement practices of packaged foods & beverages.

Author: spirit