Britney Spears And Pepsi-Cola Ink Global Sponsorship And Advertising Pact

Multiyear Agreement Calls for Worldwide Concert Tour, Creative Ad Collaboration between Entertainer and Company

PURCHASE, NY, February 6, 2001 - Britney Spears has signed a global marketing pact with Pepsi-Cola Company. The multiyear agreement calls for creative collaboration on new Pepsi television advertising and co-sponsorship of a worldwide concert tour.

The first business relationship between the artist and the company is among Pepsi-Cola's most far-reaching associations with an entertainer.

The announcement was made this afternoon at the company's headquarters in Purchase, NY, where an enthusiastic throng of employees and their children welcomed Spears to the Pepsi family.

"I'm a big fan of Pepsi products and Pepsi commercials," said Spears. "My life and my career have been blessed. The chance to follow some of my heroes - some incredible performers - and create something new with the innovative people at Pepsi is very exciting for me."

"Britney is on the cutting edge of contemporary, popular entertainment," said Dawn Hudson, Pepsi's senior vice president of strategy and marketing. "She's youthful, inventive, optimistic and fun-loving - the ultimate fit with brand Pepsi. Our relationship will resonate in every corner of the marketplace."

Spears soon will begin working with Pepsi on creative concepts for their first TV commercial together, expected to debut during the Academy Awards, March 25. The relationship between Spears and Pepsi will go beyond TV advertising to include point-of-purchase materials, consumer promotions and hyperlinks to their respective websites, and

Aaron Walton Entertainment, the Los Angeles-based music-marketing agency, brokered the deal.

Purchase, NY-based Pepsi-Cola Company ( is the global beverage division of PepsiCo, Inc. ( Its brands in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Sierra Mist, Mug, Slice, Wild Cherry Pepsi, Aquafina, SoBe, FruitWorks, Dole single-serve juices and All Sport Body Quencher. The company also makes and markets category-leading iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Its major brands outside the United States include Pepsi, 7UP and Mirinda.