The Beyonce Take Over

I recently went to see Beyonce in concert in Birmingham, I had waited months for the concert and had very high expectations and to say the least it definatly didn't disappoint! The dance routines, staging and the song choices were all perfect and Beyonce is one insanaly talented women!  But while waiting for her to come on stage it got me thinking about how much do celebrtites influence sales for a brand.

There were many advertisment for her perfumes and also her most recent Pepsi Max advert, which played on the screen for thousand of Beyonce lovers to see. This must give Pepsi Max huge boost in sales.

Pepsi says the ad is designed to show how each phase of the singer’s life helped Beyonce become who she is now. The ad features Beyonce’s latest track Grown Woman, which Pepsi says is the “perfect embodiment” of the Live for Now ethos.

Brad Jakeman, president of PepsiCo Global Beverages Group, says: “There isn’t an artist that embodies what it means to “Live for Now” more than Beyoncé. She is a true trendsetter and is at the epicenter of pop culture today, and we couldn’t have asked for a better creative partner to bring our shared visions to life.

Pepsi is developing ways to develop the brand’s presence and engage fans at Beyonce’s upcoming tour - The Mrs. Carter Show World Tour. This shows that Beyounce must have the selling power and even has the power to change the brands presence.

Furthermore, Beyonce has most recently launched a new range for H&M. "It's incredibly unique to have Beyoncé for a campaign. It doesn't get bigger than that. Of course we have to do something which excites her as well as us," explained Donald Schneider, H&M creative director. "We have a fantastic creative team who came up with this idea to incorporate the elements; earth, wind, fire and water - to create drama and make something just visually stunning."

(All photos courtesy of vougue.com)

H&M know how to maximize a connection with cultural movement to generate tremendous buzz. In fact H&M have been doing this for some time. They cracked the code of cultural collaboration, aligning the coolest, most influential individuals with their asset (the ability to manufacture and distribute a quality product to the masses). H&M have a long history of successful partnerships with everyone from Madonna to Karl Lagerfeld, from Dutch fashion bad boys Victor & Rolf to Jimmy Choo.

This is a new value culture, grounded in a new business model that sees brands partnering with culture to generate real, tangible business value.

This shows that the culture today really do buy into the celebrity lifestyle and what Beyonce has people want! Beyonce is incredibly successful and it is still clear that she is in high demand and there is no stopping her! I look forward to seeing her next projects and it just goes to show Beyounce really does have the power to sel!