Beyonce: Pepsi New Brand Ambassador - First Look

Pepsi has named Beyoncé new brand ambassador, with a full ad campaign to follow in 2013 as well as a multimillion-dollar fund to support the singer’s chosen creative projects.

"The Beyonce partnership is the lead example of how Pepsi is pioneering a new way for brands to engage with musical artists, moving from sponsor to partner," said Pepsi rep. "This creates a creative and commercial collaboration that serves both artist and brand. Consumers are seeking a much greater authenticity in marketing from the brands they love,” said Brad Jakeman, president of PepsiCo’s global beverage group. “It’s caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration.”

“Pepsi embraces creativity and understands that artists evolve,” Beyoncé said in a statement. “As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”