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Industry: Email Alert RSS FeedPepsi signs Britney to global marketing deal
Drug Store News, March 5, 2001 by Rob Eder
PURCHASE, N.Y. -- Britney Spears has signed a multiyear global marketing pact with PepsiCo. The agreement calls for creative collaboration on new Pepsi TV ads and the soft drink company's co-sponsorship of Spears' worldwide concert tour.
The first Spears/Pepsi commercial will debut March 25, during the Academy Awards. The deal will also include point-of-purchase items and consumer promotions.
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"Britney is on the cutting edge of popular entertainment," stated Dawn Hudson, Pepsi's senior vice president of strategy and marketing. "She's youthful, inventive, optimistic and fun-loving--the ultimate fit with the Pepsi brand."
COPYRIGHT 2001 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning
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