Pepsi today announced an exclusive global partnership with the Estate of Michael Jackson as part of its new “Live for Now” campaign, which Pepsi fans around the world will experience in a variety of ways.
It will include an engaging retail campaign featuring one billion special edition Michael Jackson Bad 25 Pepsi cans, music, live events and opportunities for fans to access special edition merchandise.[ Also Read: After Eva Longoria, Paula Patton Sips Pepsi NEXT ]
The partnership coincides with the 25th anniversary of Jackson’s multi-platinum BAD album and record-breaking tour, around which the Michael Jackson Estate and Sony Music have celebratory projects underway.
China and the United States will be among the first Pepsi markets to launch the exclusive Michael Jackson King of Pop activity in 2012, with approximately 20 additional markets in Asia, South America and Europe continuing the international roll-out throughout the rest of the year.[ Also Read: China: New Battleground for PepsiCo and Coca-Cola ]
On May 5 in China, a 330ml limited edition can will be available at retail locations nationwide. In addition, from May 15 – June 14, 2012, fans will be encouraged to share photos of their valuable Jackson collections or original artwork celebrating him, for a chance to win tickets to Michael Jackson THE IMMORTAL World Tour by Cirque du Soleil, as part of China’s “In Honor of King of Pop MJ” promotion.
Later in May, the U.S. will launch a nationwide retail campaign including a limited edition 16oz. King of Pop Pepsi can, as well as initiate a retail, music-themed promotion.