Big collaboration. Superstar singer + Superstar soda.

Beyoncé and Pepsi have inked a deal to work together again. The deal includes not only a standard advertising campaign but also a creation of a multi-million fund to support the pop superstar’s creative projects.

As with traditional collaborative marketing, the singer will be starring in a series of ads for the soda brand. That means we will see her ‘face’ in commercials and on limited-edition Pepsi cans. However, that’s only one part of the deal.

Pepsi is known for signing up high-profile celebs as endorsers, including Michael Jackson and Britney Spears. But this time they are moving into less traditional marketing. We will likely see Pepsi venturing into projects that have little or nothing to do with soda as the deal calls for the brand to work with Beyoncé in her show business.

Beyoncé said in a statement:

“Pepsi embraces creativity and understands that artists evolve… As a businesswoman, this allows me to work with a lifestyle brand with no compromise and without sacrificing my creativity.”

This deal could include concerts, shoots, and celeb events, with Pepsi not merely appearing as advertiser but also something like a creative sponsor.

A collaboration that truly benefits both parties. Sounds like a lucrative deal. Let’s drink soda to that!