Beyonce Knowles recently scored a lucrative new deal with Coca-Cola rival Pepsi that is designed to collaborate and evolve both brands.
The Grammy award-winning singer's face will appear on limited edition Pepsi cans as part of a deal estimated to be worth $50 million, according to The New York Times.
"Pepsi embraces creativity and understands that artists evolve," Beyonce said in a statement obtained by the Times. "As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity."
The multifaceted deal will allow Beyonce, 31, to promote her personal projects, which include an upcoming album due for release in 2013. At the same time, she'll promote the Pepsi brand through scheduled appearances such as the highly anticipated Super Bowl XLVII Halftime Show, which Pepsi sponsors. The singer will also appear in a new television ad, reportedly making it her fifth for Pepsi since 2002.
"Consumers are seeking a much greater authenticity in marketing from the brands they love," said Brad Jakeman, president of PepsiCo's global beverage group. "It's caused a shift in the way we think about deals with artists, from a transactional deal to a mutually beneficial collaboration."
Fans immediately flocked to social networking sites to weigh in on the singer's new deal, with many focusing on the limited edition soda cans.
"I only ever drink coke although I am now considering switching to Pepsi after learning that Beyonce's face will appear on their cans!!" Jamal tweeted.
"I could careless if beyonce is gonna be on the Pepsi can..just as long it still taste the same," j.antonio tweeted.
"Beyonce has signed a $50 million contract with Pepsi probably to just hold a can every now and then and say 'I like Pepsi'. What. A. Joke," Myles tweeted.
Other celebrity endorsements who have previously promoted Pepsi include the late Michael Jackson, rapper Nicki Minaj and Britney Spears.