Michael Jackson is back. Sorta. Pepsi has announced a new global partnership with the late singer's estate that will mark the 25th anniversary of Jackson's "Bad" album and tour.
As part of its new "Live for Now" campaign, Pepsi will release one billion Pepsi cans featuring Jackson's likeness in more than 20 countries. The first Jackson soda cans will go on sale in China on Saturday, with limited edition 16 oz. King of Pop Pepsi cans launching in the United States later this month.
Pepsi is also teaming with Jackson's estate of Sony Music to release remixes of "Bad" tunes, and will sponsor contests that give fans the chance to win exclusive Jackson-themed merchandise, as well as tickets to the Cirque du Soleil show "Michael Jackson: The Immortal World Tour."
"Michael Jackson will always be the King of Pop, and his music has always inspired fans and artists alike. But, this partnership goes beyond nostalgia and will engage with consumers all around the world with iconic imagery on more than one billion Pepsi cans, digital content and epic, live events, so that they can continue to connect with Jackson's music and honor his legendary impact on entertainment," Frank Cooper, PepsiCo chief marketing officer, Global Consumer Engagement, said in a statement.
Pepsi has worked with Jackson and the Jackson estate since 1983, including the 1984 Pepsi commercial shoot in which the singer suffered second-degree burns on his scalp after his hair was accidentally set on fire by pyrotechnics.