PURCHASE, N.Y., July 24 /PRNewswire/ -- As one of the most successful
Latin artists of her generation, Shakira has captivated U.S. audiences since
debuting her triple-platinum album, Laundry Service, late last year. Now
she's returning to Pepsi for a second consecutive year in a new national TV ad
that features her unique musical fusion of pop/rock in an original rendition
of the Pepsi song, "Joy of Pepsi."
Shakira's latest Pepsi commercial, "Sound Check," captures the energy and
lure of the Colombian pop star in her element. The new, performance-style TV
spot opens with Shakira rehearsing for an upcoming concert when suddenly she
finds herself rescuing an overzealous young fan from the grips of security.
"Shakira embodies the feelings and aspirations of today's youth and she
personifies the Latin movement in the United States," said Randy Melville,
vice president, multiculturalism and strategic initiatives for Pepsi-Cola
North America. "By being fully immersed in two distinct cultures, Shakira has
become an ideal spokesperson to convey Pepsi's message to youth."
The new TV commercial -- in English and Spanish -- will begin airing this
week on Univision and Telemundo and on English-language TV networks in early
August. Shakira also will be featured in radio and print advertising,
in-store merchandising materials and on Pepsi's website, http://www.pepsi.com.
Pepsi will sponsor her worldwide concert tour beginning later this year.
The commercials mark Pepsi-Cola's sixth consecutive year working with
Dieste & Partners, the Dallas-based firm, which specializes in Latino
advertising.
Purchase, N.Y.-based Pepsi-Cola North America (http://www.pepsi.com) is
the $4 billion refreshment beverage unit of PepsiCo, Inc.
(http://www.pepsico.com). Its brands in the United States include Pepsi, Diet
Pepsi, Pepsi ONE, Pepsi Twist, Wild Cherry Pepsi, Mountain Dew, Mountain Dew
Code Red, Sierra Mist, Mug, Slice, Aquafina, Aquafina Essentials, FruitWorks,
Dole single-serve juices and SoBe. The company also makes and markets North
America's best-selling ready-to-drink iced teas and coffees, respectively, via
joint ventures with Lipton and Starbucks.
SOURCE Pepsi-Cola North America
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Related links:
http://www.pepsi.com
http://www.pepsico.com
CONTACT:
Bart Casabona of Pepsi-Cola North America,
+1-914-253-3523
NOTE TO EDITORS: For videotapes or a still shot from the
commercial, please contact Lisa Castaldo at 914-253-2664 or
lisa.castaldo@pepsi.com.
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