Pepsi and Michael Jackson are breaking boundaries between the living and the dead to once again dominate global pop culture. As part of their newest campaign, the soft drink company has announced its plans to print Jackson’s dancing silhouette on one billion of their cans.
The campaign comes alongside the 25th anniversary of Michael Jackson’s “Bad” album. Jackson supported Pepsi back in the 1980s, calling it “the choice of the new generation,” and now will be contributing some of his iconic poses to promote the brand as well. The cans will be released in China and the U.S., later to spread across Asia, South America and Europe.
“We are thrilled to bring Michael and Pepsi back together, as they were in 1988, to celebrate the 25th anniversary of the ‘Bad’ album and tour and to put Michael on one billion Pepsi cans,” said Jackson estate’s John Branca and John McClain, in a statement.
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Part of the ‘Live for Now’ campaign, the cans reveal an effort to use pop culture as a means to increase sales. Pepsi-Cola is third in the carbonated drinks market, following close behind Coca-Cola and Diet Coke. Pepsi will be using other pop culture icons in its campaign as well, including rapper Nicki Minaj.