At the end of January another spectacular season of the X factor went on air in Europe (-in fall on FOX), this year with Pepsi as their exclusive season-long worldwide sponsor. So this time, members of the jury are taking their place behind the desk with a Pepsi.
Late last year, Pepsi, Coke and other beverage companies participated in what Fox called a ‘jump ball negotiation’ to be the exclusive beverage brand in X Factor. This sponsorship appears to be a victory for Pepsi in the never ending cola war, seeing that their big competition Coca Cola sponsors Idols. “With Pepsi as an official sponsor, we have the opportunity to introduce incredibly exciting, one-of-a-kind initiatives that complement the creative spirit of the X Factor,” says Jean Rossi, President of FOX One and Executive Vice President of Sales for Fox Broadcasting Company. Another powerful partnership that benefits music culture- artists and fans, has started.
Candidates on stage performing for a huge crowd during the live shows will be alternated with Pepsi integrations and commercial time. Next to these commercials, bumpers and placements, the two brands will go a layer deeper and support each other online and in-store. A vital part of building up the buzz about this show is of course the social community, so Pepsi chose for an extensive, multi-platform partnership.
Sponsoring the X Factor was a more than logical next step. Pepsi has a deep heritage in music, they have a history of pop-icon campaigns like Michael Jackson, Madonna and Snoop. Now wouldn’t it be fun if Simon Cowell- old Idols judge and creator and executive producer of X factor, critiques the performances in the old commercials for Pepsi, and those become the new promo’s for the show?
The international track record of the show, which originated in Britain, has been shown in more than twenty countries around the world. Yet another tv-season of embarrassing, moving and conversation creating moments is guaranteed, so check the sponsorship for this award-winning international phenomenon out here
