Brenda Khan
Michael Jackson is featured on limited-edition Diet Pepsi cans as part of the company's Pepsi Generations campaign. The campaign, which targets consumers of every generation, intends to highlight some of Pepsi's biggest pop culture moments over the years. Jackson began working with Pepsi in 1984, and the company has used his image in various marketing campaigns since his death in 2009.
| Characteristics | Values |
|---|---|
| Year | 2018 |
| Reason | To boost sagging sales |
| Target audience | Younger consumers |
| Type of campaign | Retro-heavy |
| Type of cans | Limited-edition |
| Can size | 12-oz, 16-oz |
| Can design | Michael Jackson in a red leather jacket from the "Beat It" video and a white T-shirt |
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What You'll Learn
Michael Jackson's image is used on limited-edition Diet Pepsi cans
The limited-edition cans featured two deceased music icons, Michael Jackson and Ray Charles, as well as Britney Spears, whose career was considered to be past her prime. The cans were released during the summer of 2018 and were only available in the US. They were part of the "Music Generation Series" and were officially approved by the Estate of Michael Jackson.
The design of the Michael Jackson can featured the King of Pop wearing the classic red leather jacket from the "Beat It" video and a white T-shirt. Jackson had previously appeared in a series of Pepsi ads, including one in 1984 where his hair caught on fire during the shoot. He also appeared posthumously in a series of 2012 Pepsi ads to celebrate the 25th anniversary of his album "Bad".
The use of Jackson's image on the limited-edition Diet Pepsi cans was part of a deal with his estate and was intended to elevate the stature of the Pepsi brand through association with iconic figures. The campaign was met with some criticism, with questions raised about the resonance of these one-time mega-stars with younger consumers.
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Jackson's estate approved the use of his image
Michael Jackson's image was used in a 2018 Pepsi campaign, with the singer's estate officially approving the use. Jackson's image appeared on limited-edition 12-ounce and 16-ounce cans as part of the company's Pepsi Generations Summer Music campaign. The campaign commemorated Pepsi's partnership with musicians of the past and present, including Jackson, Ray Charles, and Britney Spears.
The campaign was an attempt by Pepsi to boost sales and reclaim its pop culture glory days. The company was trying to keep pace with Coke, as sales volume for all Pepsi varieties fell by 4.5% the previous year. The campaign targeted consumers of all ages, with marketing director Stacy Taffet stating that "music has always been at the heart of it".
Jackson's association with Pepsi began in 1984 when he and his brothers appeared in a commercial for the brand. The "Choice of a New Generation" ad is well-remembered, as Jackson's hair famously caught on fire during the shoot. Jackson also appeared posthumously in a series of 2012 Pepsi ads celebrating the 25th anniversary of his album "Bad".
The limited-edition cans featured an image of Jackson in the classic red leather jacket from the "Beat It" video, alongside a white t-shirt. The cans were available in the US in regular Pepsi and Diet Pepsi 12-packs and 24-packs.
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Jackson's association with Pepsi began in 1984
In 2018, Pepsi continued its association with Jackson by featuring him on limited-edition cans as part of its Generations campaign, which commemorated its partnership with musicians of the past and present. The campaign included other music icons like Ray Charles and Britney Spears and was targeted towards consumers of every generation. The cans were only available in the US and were part of the Music Generation Series.
The campaign was an attempt by Pepsi to boost sales and reclaim its pop culture glory by evoking nostalgia and elevating the brand's stature through association with iconic figures. The company believed that "young people today kind of like the retro-chic stuff" and that partnering with iconic musicians like Jackson would make Pepsi "a little bit more iconic".
The limited-edition cans featured images of Jackson, with one showing him in the classic red leather jacket from the "Beat It" video and a white T-shirt. The cans were available in regular Pepsi and Diet Pepsi 12-packs and 24-packs at retail stores in the US.
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Jackson's hair caught fire during a 1984 Pepsi shoot
Michael Jackson began working with Pepsi in 1984 as part of the company's "New Generation" campaign. During one commercial shoot, Jackson's hair famously caught on fire, an incident that would change the trajectory of his life and career.
On January 27, 1984, Jackson was filming a Pepsi commercial at the Shrine Auditorium in Los Angeles. The commercial involved pyrotechnics, which were meant to go off after Jackson had safely descended a set of stairs to the stage below. However, on the sixth take, the explosions went off prematurely, before Jackson had finished his descent, and sparks ignited his hair.
The flames were clearly visible as Jackson descended the stairs, yet he continued his routine, apparently unaware of what had happened. The incident caused serious burns to Jackson's scalp and left him with significant emotional trauma, which was worsened by the fact that it was captured on video and leaked to the media.
Following the accident, Jackson underwent several surgeries to repair the damage, including hair implants. He also often wore makeup to cover the scars and injuries on his face, and wigs and hats to conceal his hair loss and scars. The trauma of the incident is believed to have contributed to Jackson's addiction to pain medication and cosmetic surgery. He also developed a fear of fire and pyrotechnics and suffered from nightmares.
In the aftermath of the incident, Pepsi apologized and paid for Jackson's medical expenses. They also offered him a $1.5 million settlement, which he donated to the Brotman Medical Center in Culver City, California, where he founded the Michael Jackson Burn Center for Children.
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The campaign targets consumers of all ages
In 2018, Pepsi launched a campaign featuring Michael Jackson, Ray Charles, and Britney Spears on its cans. The campaign, "Celebrating Every Generation", was designed to target consumers of all ages by highlighting Pepsi's biggest pop culture moments over the years. The campaign was an attempt to boost sagging sales and keep pace with Coke. Sales volume of all Pepsi varieties fell by 4.5% the previous year, while Coke sales fell by 2%.
The campaign featured limited-edition 12-oz and 16-oz cans with images of the three music icons, who were all past endorsers of the brand. Jackson, who died in 2009, began working with Pepsi in 1984 as part of the "New Generation" campaign, during which his hair famously caught fire during a commercial shoot. Charles, who passed away in 2004, was closely associated with Pepsi in the early 1990s, starring in a series of ads including a 1991 Super Bowl spot. Spears' work for Pepsi began in 2001 with the "Joy of Pepsi" ad, followed by a 2002 ad called "Now and Then" that recreated old Pepsi ads.
The campaign was met with some criticism, with questions raised about how much resonance the one-time megastars would have with younger consumers. However, others argued that young people today have an appreciation for retro-chic icons, and that associating with Jackson, Charles, and Spears would elevate the stature of the Pepsi brand. The campaign was also seen as a way for Pepsi to call back to some of its shining moments and remind fans of all ages to "unleash their youthful spirit and live life to the fullest."
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Frequently asked questions
In 2018, Pepsi released limited-edition cans featuring Michael Jackson as part of its "'Pepsi Generations' campaign. The campaign aimed to highlight Pepsi's biggest pop culture moments over the years and target consumers of all generations.
Yes, Jackson began working for Pepsi in 1984 as part of the "New Generation" campaign.
Britney Spears and Ray Charles.
In 1984, Michael Jackson's hair caught on fire during a Pepsi commercial shoot.
Yes, the Michael Jackson-themed cans were officially approved by the Estate of Michael Jackson.
