Michael Jackson
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Michael Jackson was a popular singer/composer/dance performer throughout the 1970s-1990s, widely known as the "King of Pop," who promoted products for Pepsi Cola.
Over his career, Jackson signed three sponsorship agreements with Pepsi Cola (1984, 1988 and 1992) in which he agreed to create commercials for Pepsi, and Pepsi promoted his world tours. The agreements also included radio and print spots to back up the television ads. The president and CEO of Pepsi Cola selected Jackson for his ability to reach and appeal to the company's target audience: young adults and teenagers.
In the 1992 agreement, Jackson sought to use his tour and agreement with Pepsi to fund his charitable efforts. His solution was to form a humanitarian foundation, "Heal the World," that devoted its efforts to assisting children and the environment. Pepsi-Cola announced a donation of $100,000 to Jackson's foundation to kick off their 1992 association.[1]
References
- ↑ J. Wolf, Agent & Manager A Dangerous Agreement: Michael Jackson and Pepsi International Article. March, 1992. Philip Morris Bates No.2043396289
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