Pepsi will promote Paramount’s concert pic “Katy Perry: Part of Me 3D,” as the soft drink giant launches its first global campaign “Live For Now,” which links up with entertainment artists and properties.
The company will launch a blitz of TV, radio, print and online ads, as well as in-store displays, that tie-in with the film leading up to its July 5 bow in theaters. Campaign focuses on the U.S. market.
The Pepsi promo will offer fans a chance to win tix to the world premiere in L.A., where the singer will perform. Soda maker will also livestream the premiere online.
“Pepsi is one of the world’s leading brands, and this integrated partnership provides an incredible platform for us to build fan anticipation to see this exciting glimpse into Katy’s world when the movie comes to theatres this summer,” said LeeAnne Stables, Paramount’s exec VP of worldwide marketing partnerships.
Par is distributing the concert pic, produced by Insurge, that looks at the international superstar’s life both on and offstage.
All elements of Pepsi’s promo efforts around the film will integrate the company’s new “Live For Now” tagline, that launched April 30. It also will be marketed across Pepsi’s Twitter feeds and Pepsi Pulse, its primary online entertainment platform. It takes over Yahoo’s homepage today.
Pepsi has long used music as a way to connect with consumers — and boost sales given that Pepsi’s current global marketshare hovers at around 10% while Coke dominates with 25%.
It ponied up a whopping $60 million to sponsor Fox’s “The X Factor,” and bought Super Bowl spots to tout its involvement with the series. It also launched its Twitter-like Pepsi Sound Off platform earlier this year, and enlisted Nicki Minaj to headline its first “Live For Now” spots.
“Pepsi is a brand at the forefront of pop culture and this partnership with Katy’s film will deliver fans an exclusive one-of-a-kind experience at one of the biggest movie events of the summer,” said Simon Lowden, chief marketing officer, PepsiCo Americas Beverages. “This is one major way Pepsi will invite and inspire our fans to Live for Now.”
The Katy Perry film was directed by Magical Elves’ Jane Lipsitz and Dan Cutforth, who helmed “Justin Bieber: Never Say Never.” Perry produced the film with Martin Kirkup, Bradford Cobb, and Steven Jensen of Direct Management, who rep the artist, as well as Brian Grazer and Imagine Entertainment.