@@img1 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.