Patt Morrison for May 3, 2012

Pepsi Co. will use Michael Jackson’s image in a new global ad campaign

Michael Jackson HIStory World Tour

Phil Walter/Getty Images

Michael Jackson performs on stage during is 'HIStory' world tour concert at Ericsson Stadium November 10, 1996 in Auckland, New Zealand.

Pepsi will launch the campaign in the U.S. and China in the coming weeks to mark the 25th anniversary of Michael Jackson’s “Bad.” Pepsi hopes the ad campaign will help propel the cola back to the #1 spot ahead of Coke. The promotion will include cans bearing Michael Jackson’s image, a TV ad and will give fans the opportunity to download special remixes of M.J.’s songs.


Michael Jackson’s estate authorized the deal, but is it “Bad” to profit of the King of Pop’s image so soon after his death?


Jon Cohen, vice president and general manager of Innovation Protocol, a management consulting firm focused on brand marketing, and a former senior executive running Disney brand initiatives in the entertainment sector

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