Shakira yodels for Pepsi in new spot

NEW YORK - Pepsi is launching a new wave of advertising featuring the belly-dancing Colombian pop star Shakira, targeting Spanish and English-speaking audiences in the US.

In the latest advertisement for the cola, called "sound check", Shakira is rehearsing for an upcoming concert, where she suddenly finds herself rescuing an overzealous young fan from bouncers. She sings the 'Joy of Pepsi' anthem, which has also featured in ads starring Britney Spears.

The spot will begin airing first on Spanish networks this week, with the English-language version to break in August. It was created by Dieste & Partners, a Dallas-based agency specialising in Latino advertising. Dieste & Partners has worked with Pepsi for six years.

Shakira, famous for her yodelling singing style and belly dancing, will also feature in print and radio work, and in-store merchandising materials, as well as on Pepsi's website.

Pepsi is also to sponsor Shakira's world tour, which takes place later this year.

"By being fully immersed in two distinct cultures, Shakira has become an ideal spokesperson to convey Pepsi's message to youth," Randy Melville, vice-president of multiculturalism and strategic initiatives for Pepsi-Cola North America, said.

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