Pepsi announced on May 3 that it has teamed up with the estate of Michael Jackson and Sony music to celebrate the 25th anniversary of Jackson's multiplatinum "Bad" album with special edition Pepsi cans, merchandise, live events and worldwide advertisements.
The campaign will also share new mixes of Jackson's music from the "Bad" album with fans. The special edition Pepsi cans will launch on May 5 in China. The limited edition cans will become available in the United States in late May. The cans will hit 20 additional markets in Asia, South America and Europe in the international roll-out throughout the rest of the year.
The promotion is part of Pepsi's "Live for Now" campaign. Merchandise will include a limited number of jackets inspired by the original staff "Bad" tour jackets and tickets to "Michael Jackson THE IMMORTAL World Tour" by Cirque du Soleil.
"Pepsi has always been at the forefront of pop culture, helping to shape the music landscape," Brad Jakeman, president, Global Enjoyment Brands, and chief creative officer, PepsiCo Global Beverages Group, said in a statement. "This unique global partnership, around such a legendary music milestone, invites Pepsi fans from around the world to experience Michael Jackson's music in an engaging and very NOW kind of way -- it's a model example of how Pepsi's 'Live for Now' campaign can manifest itself in a way that resonates the world over."Michael Jackson and Pepsi had a business relationship that spanned over 25 years. Jackson starred in his first Pepsi campaign with his brothers in 1983. In 1984, Jackson's hair caught on fire during a commercial shoot for the company due to a pyrotechnics accident. Pepsi also featured Jackson in the 'Music Icons' commercial that premiered during "The X Factor" in 2011.
Michael Jackson died at age 50 on June 25, 2009 at his rented Los Angeles home while under the care of doctor Conrad Murray, who was in November sentenced to four years in jail for involuntary manslaughter.
Jackson's "Bad" album was released on August 31, 1987. The album sold 30 million copies worldwide and produced five Billboard Hot 100 No. 1 hit singles including "I Just Can't Stop Loving You," "Bad" and "The Way You Make Me Feel."