Multinationals’ Gimmick to Cash in on Immortal Legends
This is a usual practice from celebrities across the globe to do ad-campaigns and earn hefty amounts of cash. Advertising and celebrities go hand in hand. In fact, the bigger the celebrity is, heavier the paycheck will be. But, this time around, multinationals are going a step further and not shying away from taking advantage of popular deceased stars, like the King of pop, Michael Jackson. Well, Pepsi did it again as MJ and Pepsi are associated since 1983. Moreover, three years passed since the sad demise of legendary pop singer. Now, Pepsi is all set to release more than billion cans having MJ silhouette on the cover.
Recently, Pepsi has grabbed a global partnership deal with the estate of Michael Jackson. The strategy is adopted to beat the global competitor Coke. Pepsi had huge financial losses during the last fiscal year. The company is expecting to accelerate the declining sales graph with this move. The promotional strategy is not restricted to mere cans; in addition, numerous live concerts, musical events are in the pipeline to unearth the Pepsi’s new edition to the common masses. Moreover, the very first launch is expected to take place in China and USA simultaneously. Other countries will be introduced with this merchandise a little later. Moreover, in order to lure the consumers an open competition has been announced, where someone lucky can win a feather jacket inspired by the legendary singer.
The 25th anniversary of MJ’s platinum “Bad” album and tour is round the corner. Hence, the company is leaving no stone unturned in cashing in from the popular persona of MJ. However, the advertising gurus are casting aspersions on this unusual promotional move announced by the company. They are trashing it to the hilt. Their view point suggests that people are reminiscent only of the declining career graph of the legendary pop star during the last decade.. Child abuse controversy had damaged his image substantially owing to which they are calling it a futile exercise that cannot fetch them a good result.Continued on the next page