Michael Jackson is back! Pepsi to use pop star to boost brand

Pepsi in limited-edition King of Pop cans, bearing a likeness of Michael Jackson, will go on sale in the U.S. on Monday as part of a worldwide marketing campaign centered around the late music icon. (PRNewsFoto / PepsiCo / May 3, 2012)

PepsiCo Inc. desperately needs some razzle dazzle to boost its brand. Who better to help than Michael Jackson, the music icon whose career made short work of attendance and album sales records?

So what if the King of Pop is no longer alive? The beverage brand, which has struggled to eclipse rival Coca Cola Co., is pairing with Sony Music and Jackson’s estate to roll out an exclusive campaign pegged to the 25th anniversary of the performer’s multiplatinum "Bad" album and tour.

One billion special edition soda cans featuring Jackson’s image will be sold around the world, Pepsi said. China will get the first batch, launching Saturday. Later this month, special-edition 16-ounce cans will be available in the U.S., followed by rollouts in Asia, South America and Europe.