Pepsi and hip hop heroes launch a dynamic new music campaign

PepsiCo announces an international partnership with the multi-platinum hip hop sensation The Black Eyed Peas. The Black Eyed Peas will headline campaigns for Pepsi throughout 2007 and 2008. The multi-year, multi-brand partnership is designed to inspire consumers around the world to get involved in unique ways with the brand and with the artists.

In 2007, the Pepsi collaboration will give consumers a chance to discover more and participate in unique ways showcasing their creativity. The Black Eyed Peas have been hands-on in creating the music and the television commercial, designing cans and labels and building a concert tour specifically for the Pepsi brand. 

Group leader and producer of the track will.i.am said of the collaboration: “When Pepsi came to us with the idea of working together, we were determined to do something where the fans actually participate in the whole experience. We have definitely achieved this!”

The focus of the innovative campaign is a song written for Pepsi by The Black Eyed Peas entitled “More”. Fans from across the world are encouraged to personalise the music by creating their own version of the song. In writing the song, will.i.am intentionally left a verse blank, giving consumers and fans the chance to finish the song. Consumers can also customize their own ring-tones at www.pepsimore.com with a specially designed mixing deck that allows them to combine various drumbeats together with other elements taken directly from, and inspired by, the “More” song.

Commenting on the website, band member apl.de.ap said: “Music should always be a fun experience. At our live shows we always like to involve the crowd as much as possible.”

The most talented – or most unique - consumers can perform on stage as part of The Black Eyed Peas “Pepsi Black, Blue and You Tour” which kicks off in September and will see the band perform in 13 countries around the world.

What’s more, The Black Eyed Peas have added their own unique style to the Pepsi packaging by designing three new Pepsi labels.

Ron Coughlin, PepsiCo International Senior Vice President and Chief Marketing Officer, said: “Working with The Black Eyed Peas has been an unbelievably inspirational experience for us. They really bought in to the idea of letting the consumer lead the campaign by encouraging them to contribute creatively from the very start. They pushed us as far as possible in order to create new and exciting experiences for consumers. It has been collaboration in the truest sense of the word, a collaboration that we are now inviting consumers to join!”

Brand Manager for Pepsi in Malta, Ms Alison Schembri, also announced a new Pepsi Music Summer Promotion to start locally in the coming weeks where one lucky Maltese consumer can win 2 tickets including flights and accommodation to the Black Eyed Peas concert in Hungary.

PepsiCo International, has a strong heritage with music and has enjoyed past and present relationships with some of the biggest acts in the world such as Britney Spears, Beyoncé Knowles and Christina Aguilera.

Pepsi is manufactured, marketed and distributed in Malta by Simonds Farsons Cisk plc.

The Black Eyed Peas:
The multi-platinum three-time Grammy Award winning group became a global sensation with the release of their third album, Elephunk (June 2003, featuring the massive #1 hit, "Where Is the Love?" and the Rap Grammy-winning "Let's Get It Started"). It was followed by their first #1 pop / #1 R&B crossover album, 2005's triple-platinum Monkey Business, which spun off a trio of smash hits, "Don't Phunk With My Heart," "My Humps" and "Pump It." The Black Eyed Peas are an international success story, having sold more than 17 million units worldwide.