Pepsi 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.

"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."