Michael Jackson’s BIGGEST Endorsement Deal Ever!

In the mid-1980s, the world was captivated by the unparalleled talent of Michael Jackson, the King of Pop. His music transcended boundaries, and his influence was felt across the globe. As he prepared for a monumental comeback in 1986, the excitement surrounding his return was palpable. This was not just a personal renaissance for Jackson; it was also a golden opportunity for brands looking to capitalize on his star power. Among them was Pepsi-Cola, a company that had already tasted success with Jackson’s previous endorsement deal in 1984. However, what was about to unfold would be a marketing saga that would go down in history as one of the biggest endorsement deals ever.

The year was 1986, and Jackson was gearing up for a new album, a worldwide tour, and even a collaboration with Disney and George Lucas. The anticipation was electric, and Pepsi was keenly aware of the potential for a lucrative partnership. The success of their previous campaign with Jackson had propelled Pepsi to new heights, capturing approximately 19% of the $25 billion U.S. soda market, while Coca-Cola held a 22% share. Pepsi’s marketing team believed that Jackson’s influence was a significant factor in this success, and they were determined not to let this opportunity slip away.

In May 1986, the announcement came that Michael Jackson had signed a staggering $15 million deal with Pepsi to create just three commercials. This was three times the amount he and his brothers had secured three years earlier. At the time, Jackson’s personal fortune exceeded $200 million, and his fee for a mere 90 seconds of television time was five times that of other Hollywood legends like Marlon Brando and Elizabeth Taylor. Pepsi’s investment didn’t stop at Jackson’s fee; they committed an additional $15 million to produce the commercials and allocated around $20 million for airtime, bringing their total investment to an unprecedented $50 million.

The first commercial was set to debut during the 1987 Grammy Awards, and Pepsi planned to air the ads not only in the United States but also internationally, including a Spanish version to tap into Jackson’s global appeal. Pepsi President Roger Enrico proclaimed that this partnership would be the most significant and far-reaching relationship between a corporation and a performing artist. However, despite the excitement, Jackson’s popularity had waned since his last major tour, and Pepsi was taking a gamble on his comeback.

Under the terms of the contract, Jackson was scheduled to make his first appearance as a Pepsi ambassador at the Moscow Goodwill Games in July 1986. However, the catastrophic Chernobyl nuclear disaster raised concerns about public health and safety, leading Jackson’s team to advise against the appearance. Fearing for his health and the potential impact on his voice, Jackson opted out of the high-profile event.

As the commercials were being developed, famed director Joe Pytka was brought on board to create the trilogy. Bob Giraldi, who had directed Jackson’s previous Pepsi commercials, was not invited back due to Jackson’s lingering resentment over an incident in 1984 when his hair caught fire during a commercial shoot. Filming took place in Hollywood during the latter half of 1986, and by early 1987, the commercials were ready. However, Pepsi decided to postpone their release to allow Jackson’s upcoming album to reintroduce him to the public.

The commercials were based on Jackson’s new song “Bad,” which Pepsi anticipated would be a massive hit. However, as spring turned to summer with no sign of new music from Jackson, Pepsi executives grew increasingly anxious. They had already missed key marketing periods, and the risk of losing audience interest in their expensive campaign loomed large. To maintain momentum, Pepsi decided to preview the commercials at a bottlers’ event in June 1987. Unfortunately, the reception was lukewarm at best, with some attendees even booing the ads. Concerns about Jackson’s new image and appearance were voiced, with one executive remarking that he appeared “totally effeminate.”

Despite the negative feedback, Pepsi informed Jackson’s team that the commercials would air in the U.S. starting in August 1987, regardless of any further delays in the album release. This ultimatum pushed Jackson to release his singles and the album “Bad” on August 31, 1987. The following week, MTV aired the first of the two commercials, titled “Concert,” which captured the electrifying atmosphere of a Jackson performance. The ad featured Jackson singing and dancing, with lyrics cleverly rewritten to incorporate Pepsi’s tagline, “The Choice of a New Generation.”

The second commercial aired shortly after, showcasing a young boy sneaking into Jackson’s dressing room during a concert. The ad cut between Jackson performing and the boy trying on the iconic black sequined jacket and fedora. The commercial concluded with Jackson catching the boy and smiling, “Looking for me?” This playful interaction resonated with audiences, and soon the commercials were being broadcast worldwide, including in Japan, Britain, Canada, and Australia.

As Jackson embarked on his highly anticipated tour of Japan, Pepsi experienced a remarkable surge in sales, with a 100% increase attributed to the ad campaign. The partnership not only revitalized Pepsi’s brand image in Japan but also solidified its status as a major international player. Marketing executives noted that Jackson’s star power was drawing attention to Pepsi, transforming it from a minor brand into a recognized name in the global market.

However, the collaboration between Jackson and Pepsi did not end with the initial commercials. In March 1988, Jackson participated in another high-profile press conference to unveil a new series of four serialized Pepsi commercials. These ads depicted Jackson as a heroic figure, evading hordes of reporters and fans through dramatic stunts, including leaping from rooftops and jumping from Pepsi trucks. The commercials premiered during the 1988 Grammy Awards, coinciding with Jackson’s return to the U.S. for his “Bad World Tour.”

Rebecca Madeira, a Pepsi spokeswoman, described the new commercials as showcasing a “much more adult and masculine Michael Jackson.” The ads portrayed him as an action hero, further expanding Pepsi’s reach into global markets. Notably, the commercials became the first paid American advertisements to air on Soviet television, allowing Pepsi to tap into a previously inaccessible market of 287 million people.

The partnership between Michael Jackson and Pepsi was not just a marketing success; it was a cultural phenomenon. Jackson’s ability to transcend borders and political lines through his music and image allowed Pepsi to promote its products in ways that had never been done before. Jesse Myers, a leading authority on the Cola Wars, remarked that Jackson was “beyond being just an entertainer” and that his impact on the brand was nothing short of spectacular.

In conclusion, the collaboration between Michael Jackson and Pepsi in the 1980s serves as a case study in the power of celebrity endorsements and the art of marketing. The $50 million investment by Pepsi not only revitalized the brand but also helped reestablish Jackson as a global icon. The commercials, filled with energy and creativity, captured the essence of Jackson’s artistry while effectively promoting Pepsi as a brand for a new generation. This partnership not only changed the landscape of advertising but also left an indelible mark on pop culture, demonstrating the profound impact that a single artist can have on a brand’s identity and success.