MAM
Pepsi pens $50mn deal with Beyoncé
MUMBAI: Global beverage giant Pepsi has announced creative and wide-ranging global collaboration with worldwide music icon Beyoncé. The company made the announcement on its website in a statement titled ‘Pepsi and Beyonce Fact Sheet’.
Pepsi and the music icon will collaborate to develop new content and come up with out of the box ways to engage fans, consumers and retailers in a way that benefits both brands.
This is not Beyoncé’s first association with Pepsi. Before becoming the brand ambassador, she has served as a Pepsi spokesperson in 2002. According to media reports, the collaboration deal is worth $50 million.
The collaboration between Pepsi and Beyoncé includes establishing the Creative Development Fund, a resource devoted to the co-creation of innovative and relevant consumer content. The two will also work together on the apects of design. In addition to having her image on a can or bottle, Beyoncé is working with Pepsi on the design of all materials related to the partnership. Apart from this, the musician will be starring in a new ‘Live for Now’ global TV commercial planned for release in early 2013.
Apart from the TVC, Beyoncé will also be appearing in print and out of home advertisements for Pepsi. She will also be visible in-store and on-premise through materials such as shelf promotions, in-store displays and in-store advertising.
The company said in the fact sheet, “The Beyoncé partnership is the lead example of how Pepsi is pioneering a new way for brands to engage with musical artists, moving from sponsor to partner. This creates a creative and commercial collaboration that serves both artist and brand. Beyond the partnership with Beyoncé, we are using our global scale and scope to create a platform to support multiple country-specific Pepsi musical artists. With our music program, we can excite our existing fans and attract new consumers to Pepsi, connecting their love of music with the refreshing experience of drinking Pepsi, driving sales of Pepsi globally. Our retail partners love music partnerships and are ready to embrace this relationship because Pepsi has a proven record of promotions that drive store traffic and sales.”
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Tawana Burnett to lead social and influencer jury at Abby Awards 2026
Meta’s Apac leader takes the reins for Abby Awards, adding flair to social content
MUMBAI: Tawana Burnett, Meta’s Head of Top Accounts and Agencies for Apac, has been named jury chair for the new social content and influencer ,arketing category at the Abby Awards 2026, powered by The One Club | The One Show.
With a 25-year career spanning the US, EMEA, Latam, and Apac, Tawana has worked on campaigns for some of the world’s biggest brands and leading advertising agencies. At Meta, she guides CMOs, business leaders, and agencies on harnessing digital and emerging advertising solutions to accelerate brand growth.
Before joining Meta, Tawana led award-winning product teams at Intuit, LeapFrog, Johnson & Johnson, and Pfizer, helping launch iconic products including QuickBooks, Listerine, Advil, and ChapStick.
A champion of diversity, she was featured in Adweek’s Women Trailblazers in 2019 for mentoring more than 15 women-led startups and for her work on the #biascorrect campaign that promotes women in leadership. She was also recognised in Ad Age’s Global Leading Women Class of 2023, The List in 2024, and served as juror for Spikes Asia and Mad Stars 2024.
Tawana has held leadership roles in the Singapore Inclusion Council at Meta, the IAB SouthEast Asia & India Board, and currently serves on the boards of IAA SEA and the Ronald McDonald House in New York City. Originally from New York, she now lives in Singapore with her husband and daughter.
The Abby Awards 2026, presented by The One Club | The One Show, will be held during Goafest 2026 from 20 to 22 May in Goa, celebrating creativity across the region.
