Michael Jackson had a long history with the drinks company PEPSI. They sponsored 2 of his tours, the Bad Tour and the Dangerous Tour from 1988 to 1992. His relationship with Pepsi actually started a few years earlier, with the “Jacksons”, in 1984 and a deal worth a reported $5 million, which was a record at the time! (pennies compared to today’s endorsement deals!). Monica Herrera goes into the business side in here article here, and it’s an interesting read:
No deal Coke Cola
The Jackson’s managers approached COKE COLA first …. they only offered $1 million, which was refused, so they were turned down. They saw it as a precision ethnic minority campaign rather than a worldwide smash.
Pepsi didn’t make the same mistake!
During the 80’s the rivalry was strong between the two drinks companies but Coke Cola were way ahead. Pepsi needed something fresh and they decided to go with “Pepsi – New Generation” and that Michael Jackson was the star of that generation. The plan worked and Pepsi’s sales soared.
It is very obvious that the Pepsi boss, Roger Enrico, was a fan just from looking at his press conferences in the early days.
Pepsi invested a lot of money into Michael Jackson’s commercials
We will look at all of these in depth tomorrow but Pepsi and Michael Jackson produced many commercials and literal short films. In fact the first was directed by Bob Geraldi, who directed “Beat it”
They even had Michael re record the song with Pepsi lyrics!
“You’re a whole new generation, you’re dancing through the day…. put a Pepsi in the motion!”
We see a young Alfonso Ribeiro famous for playing Carlton Banks, with Will Smith in “Fresh Prince” (Will Smith would later go to work with Michael Jackson in “Men in Black”). He is dancing with Michael and the Jackson’s and he is wearing the Beat it outfit and they are doing a version of “Beat it”, it sounds like the music was re recorded, and not the original version. In fact the video is almost a “friendly” “Beat it”! Two gang bump and then do the dance and make up – the classic MJ way! 🙂
Many many more were made, including the “I’ll be there” commercial, The “Pepsi convention” commercial, with Michael on stage (the famous burn one), The Dangerous era “Dreams” commercial and “The chase” which was a long advert, which was basically a film! We’ll go over them in detail starting tomorrow!
As far back as January 1984, the BBC reported that Michael was earning $7 million from Pepsi:
“The superstar is earning a reputed £7m for the series of Pepsi Cola adverts which also feature his four famous brothers. It is part of a huge sponsorship deal the singer agreed last year.”
That would be smashed with the sponsorship of first 2 Michael Jackson solo tours, the Bad tour and the Dangerous tour… it did not end well though. They parted company after the 1993 allegations against Michael, during the Dangerous tour and it is actually reported that Michael himself hated Pepsi! We’ll investigate tomorrow!
By Anthony King
MICHAEL JACKSON DANGEROUS TOUR MUNICH, JUNE 27, 1992
MICHAEL JACKSON DANGEROUS TOUR BUCHAREST LIVE CONCERT/DVD
MICHAEL JACKSON AND FRIENDS 1999 CHARITY CONCERTS
MICHAEL JACKSON’S HISTORY WORLD TOUR 1996
MICHAEL JACKSON’S DANGEROUS WORLD TOUR 1992
MICHAEL JACKSON’S BAD TOUR 1988
WHY DID MICHAEL JACKSON WEAR A WHITE JACKET FOR “THRILLER” IN THE HISTORY AND DANGEROUS WORLD TOURS?
DVDs: Michael Jackson moves Dance like Michael Jackson and learn the moves at home!
Anthony King’s Thriller Dance Workout DVD!
Two full MICHAEL JACKSON Style dance class routines with the classic moves plus additional lessons: Learn the MOONWALK, Learn the SIDE SLIDE, Learn the CIRCLE SLIDE. Special features include Anthony King’s demonstration Michael Jackson dance videos in London, special video clips, Reverse angle chapters, behind the scenes, interactive motion menus and much more!
Anthony King’s King Of Dance DVD!
Learn to dance like Michael Jackson with the full BILLIE JEAN style workout routine lesson and moves plus additional lessons: JAMES BROWN SHUFFLE! HOW TO SPIN LIKE MICHAEL JACKSON! PLUS a classic MOONWALK, SIDESLIDE and CIRCLE MOONWALK refresher lesson. Special features include slideshow and helpful notes and diagrams, gallery and much more!
Anthony King’s DON’T STOP DANCE WORKOUT DVD!
Learn the classic “MICHAEL JACKSON MOVES” learn the KICKS, turns and “MJ WALKS” in a classic workout routine! Learn the “YOU ROCK MY WORLD” walk, the classic MICHAEL JACKSON SHUFFLE, “SMOOTH CRIMINAL” Robotics and much more! Anthony King is back to teach you NEW moves and a new routine inspired by Michael Jackson’s “BAD”, “SMOOTH CRIMINAL” and much more!