Magazine article Variety

A Fizzy Plan for Branded Content

Magazine article Variety

A Fizzy Plan for Branded Content

Article excerpt

PepsiCo chief marketing officer Frank Cooper III has long championed entertainment as a way to build a fanbase around the soda giant's brands. While he's had success with one-off projects like Pepsi Max's campaign featuring NBA star Kyrie Irving, and deals like the firm's $50 million pact with Beyonce, he's aiming to take a page from the Red Bull content-marketing playbook, with plans for Pepsi to produce music, TV and Web series, marcgraser

THE PROJECT

One of the first models to come from his content studio the Creators League is the World Cupthemed "Beats of the Beautiful Game," featuring multihyphenates such as Spike Lee and Idris Elba alongside musicians like the Young Astronauts and Janelle Monae, blending movies and music to make musicvideo-like works that Cooper terms "filmtracks."

THE CHALLENGE

Cooper says artists and sponsors have been trained to think that the brand writes the check and the creative team comes up with the ideas. …

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