![]() ![]() Pepsi said the title track to ″Like A Prayer″ would be heard for the first time in a commercial in prime time early next month. The Madonna deal adds another twist: using a commercial to debut a song aimed at a popular audience. Modeled as mini-music videos, the Pepsi ads have taken the conventional tactic of celebrity promotions a step further by using popular songs as the center of a direct sales pitch. Rock stars Tina Turner, David Bowie, Lionel Ritchie and the Miami Sound Machine also have appeared in Pepsi ads. Two years later, Pepsi signed Jackson for a reported $10 million to develop commercials over three years. 2 soft-drink company signed Michael Jackson and his brothers to a $5.5 million, one-year deal that was then the largest of its kind. Pepsi’s award-winning ad campaigns featuring pop music began in 1984, when the No. Terms of the Madonna contract were not disclosed, but if history is any guide the deal with the breathy, brash singer of ″Papa Don’t Preach″ and ″Whose That Girl″ and star of the movie ″Desperately Seeking Susan″ should be in the millions. ″Frankly, we like those odds.″īoth performers are known for naughty songs - ″Like a Virgin″ for Madonna and ″I Want Your Sex″ for Michael - cross jewelry and eyebrow-raising music videos. ″What’s obviously shaping up is George Michael and Diet Coke versus Madonna and sugar Pepsi,″ said Coca Cola USA spokesman Anthony Tortorici. That effort marks the first time a major diet soda has squared off directly against a leading sugared competitor, signaling a new intensity in the years-old cola wars.Ĭoke earlier this month signed Michael, the sexy pop-soul singer whose album ″Faith″ produced six hit singles, for a series of Diet Coke commercials, on top of a campaign already featuring hockey star Wayne Gretzky, model Elle MacPherson and ″Miami Vice″ star Don Johnson, a one-time Pepsi pitchman. The Madonna announcement comes on the heels of industry leader Coke’s new ad campaign aimed at pushing sales of Diet Coke past Pepsi, currently second in the market behind Coke Classic. ![]()
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