Michael Jackson, RACISM & The Cola Wars

In the early 1980s, the world was captivated by the rise of a musical icon, Michael Jackson. Known as the King of Pop, Jackson was not just a singer; he was a cultural phenomenon who transcended racial and social barriers. His influence was so profound that it extended beyond music into the realms of advertising and branding, particularly during the infamous Cola Wars between Pepsi and Coca-Cola. This story delves into the intersection of race, celebrity, and capitalism, exploring how Michael Jackson’s partnership with Pepsi not only changed the landscape of advertising but also challenged societal norms regarding race and representation.

Michael Jackson was born on August 29, 1958, in Gary, Indiana, as the eighth of ten children in the Jackson family. From a young age, he displayed extraordinary musical talent, performing with his brothers in a group known as The Jackson 5. The group achieved immense success in the late 1960s and early 1970s, but it was Michael’s solo career that catapulted him to superstardom. By the early 1980s, he had released groundbreaking albums like “Off the Wall” and “Thriller,” the latter of which became the best-selling album of all time.

Jackson’s music was characterized by its innovative sound, blending elements of pop, rock, and R&B. His ability to break down racial barriers was evident in his music videos, which were often played on MTV, a platform that had previously marginalized black artists. Jackson’s success on MTV not only changed the music industry but also challenged the racial dynamics of media representation.

During the 1980s, the competition between Coca-Cola and Pepsi intensified, leading to what became known as the Cola Wars. Both companies sought to capture the youth market, and celebrity endorsements became a crucial strategy. Coca-Cola, with its long-standing reputation, was seen as the traditional choice, while Pepsi aimed to position itself as the brand for the younger generation.

In this context, Michael Jackson emerged as the perfect candidate for a celebrity endorsement. His popularity among young people made him an attractive partner for brands looking to revitalize their image. However, the initial response from Coca-Cola was less than enthusiastic. When approached by Jackson’s management team, Coca-Cola executives failed to see the potential of aligning their brand with the King of Pop. They viewed Jackson as a niche artist, primarily appealing to black audiences, and offered a mere one million dollar deal, which was quickly rejected.

Undeterred, Jackson’s team turned to Pepsi, where CEO Roger Enrico was eager to launch a new marketing campaign aimed at youth. Pepsi’s strategy was clear: they wanted to position themselves as the youthful alternative to Coca-Cola. The partnership with Michael Jackson was a game-changer. In November 1983, Pepsi and Jackson signed a groundbreaking five million dollar deal, which was the largest celebrity endorsement deal at the time.

The campaign included two television commercials featuring Jackson and his brothers, as well as sponsorship of the Jacksons’ upcoming Victory Tour. The commercials were not just advertisements; they were mini-music videos that showcased Jackson’s iconic dance moves and musical talent. The first commercial, titled “Street,” featured a storyline that resonated with young audiences, while the second commercial highlighted the excitement of the upcoming tour.

The partnership between Michael Jackson and Pepsi was significant not only for its financial implications but also for its cultural impact. Jackson’s involvement with Pepsi challenged the prevailing notions of race in advertising. At a time when black artists were often relegated to niche markets, Jackson’s partnership with a major brand like Pepsi signaled a shift in how corporations viewed black talent. It was a bold move that demonstrated the power of representation in media and advertising.

However, the partnership was not without its challenges. Critics pointed out the irony of a black artist endorsing a sugary beverage, especially given Jackson’s known health-conscious lifestyle. Journalists questioned whether Jackson actually consumed Pepsi, to which company representatives could only say they were unsure. Despite these criticisms, the commercials were a massive success, and Pepsi’s sales skyrocketed.

The success of the Pepsi campaign had far-reaching implications for both Jackson and the soft drink industry. Within a month of the commercials airing, Pepsi reported a significant increase in brand awareness and acceptance among consumers. The campaign not only elevated Pepsi’s status in the market but also solidified Jackson’s position as a cultural icon.

However, the partnership took a tragic turn during the filming of one of the commercials. In January 1984, while shooting a scene that involved pyrotechnics, Jackson suffered severe burns to his scalp. The incident was a turning point in his life and career, leading to a series of surgeries and a long recovery process. Despite the accident, Jackson’s resilience shone through. He attended the Grammy Awards just weeks later, where he won a historic eight awards, including Album of the Year.

The collaboration between Michael Jackson and Pepsi set a new standard for celebrity endorsements. It demonstrated the potential for artists to leverage their influence for commercial success while also challenging societal norms regarding race and representation. The partnership paved the way for future collaborations between brands and artists, with many celebrities following in Jackson’s footsteps.

In the years that followed, Pepsi continued to align itself with prominent music stars, including Madonna, Britney Spears, and Beyoncé. The trend of celebrity endorsements became a staple in advertising, with brands recognizing the power of music and pop culture to connect with consumers.

Michael Jackson’s partnership with Pepsi was more than just a marketing campaign; it was a cultural phenomenon that reshaped the landscape of advertising and challenged racial stereotypes. Jackson’s ability to transcend boundaries and connect with audiences of all backgrounds made him a powerful force in the industry. The Cola Wars, fueled by celebrity endorsements, highlighted the importance of representation and the impact of popular culture on consumer behavior.

As we reflect on the legacy of Michael Jackson, it is essential to recognize the significance of his contributions to music, culture, and advertising. His collaboration with Pepsi not only changed the trajectory of his career but also left an indelible mark on the advertising industry, setting a precedent for future generations of artists and brands. In a world where race and representation continue to be critical issues, Jackson’s story serves as a reminder of the power of music and the potential for change through collaboration and creativity.

“Prince and Paris are not Michael Jackson’s biological children”

Nurse Debbie Rowe, the second wife of the King of Pop, confided to the News of the World that the two children she gave birth to for Michael Jackson were not his biological children but were artificially inseminated with sperm from an anonymous donor.

Debbie Rowe was married to the King of Pop and lived together for 3 years (from 1996 to 1999), giving birth to two children, Prince, now 12 years old, and Paris, 11 years old. However, in her latest interview with News of the World , Debbie Rowe revealed a “shocking secret”: The two children she had with Michael Jackson were not his biological children.

Debbie Rowe said: “Michael said he always wanted children but Lisa (Michael Jackson’s first wife) didn’t want to have children with him. So I suggested to him that I would have his child… We were close enough to be able to talk about these things.”

Debbie Rowe confided that she became pregnant through artificial insemination and she knew that the children she was carrying were not the “blood” of the King of Pop.

Debbie Rowe confirmed that during her three years of marriage to Michael Jackson, the two had no sexual relations even though they were nominally husband and wife.

“He always wanted to show everyone that we were a family, but the truth is we weren’t husband and wife, we didn’t have sex, Michael was busy performing and he didn’t want to live with me. So Michael bought me a house. We could lie in bed together and watch TV, read the newspaper, go out together… but we weren’t a couple, but that was Michael’s life, that was Michael Jackson!”

After a difficult second birth, Debbie Rowe could not have any more children and so Michael Jackson proposed to break up with her, he paid her a large sum of money – about 9 million dollars in exchange for the two children and Debbie Rowe’s silence. Debbie Rowe affirmed that she also did not want to fight for custody with the Jackson family because she knew she was not a good mother.

“I’m not a good mother, the kids are much better off with Michael, I know I’ll never see my kids again, I don’t want them in my life…”.

Michael Jackson had another son, now 7 years old, in 2002. The King of Pop did not reveal the identity of his son’s mother, only saying that it was a woman chosen to be a “surrogate mother”.

Michael Jackson’s lawyer said today that Katherine Jackson, the King of Pop’s mother, wants to become the guardian of Michael Jackson’s three children.

“Katherine Jackson wanted to look after the children, she loved them. The children were well cared for with their grandmother. I don’t think there’s anyone better suited to the children than their grandmother,” said Londell McMillan.