Celebrities have been paid to advertise for Pepsi products.
During the 1960s, Joanie Sommers sang two popular commercial songs ("It's Pepsi, for those who think young" and "Now you see it, now you don't, oh, Diet Pepsi") for Pepsi-Cola that were run in commercials and for which she came to be often referred to as "The Pepsi Girl" in 1974 Joseph Nicoletti, then of Brooklyn N.Y. now music-film consultant, Laguna Beach, California, sung and produced the theme "You're Drinking Diet Pepsi and it Shows." Hal Linden (Barney Miller) did the voice over and it was a BBD&O hit Commercial. Nicoletti was signed by legendary ad man Phil Dusenberry. Inducted into the Advertising Hall of Fame, Dusenberry wrote the script "The Natural." Dusenberry said Nicoletti was one of the best singing Voices in the business.
In 1984, Michael Jackson signed a contract with Pepsi that produced many commercials and world tours through 1993.
During the 1989 Grammy Awards telecast, Pepsi and Puerto Rican singer Chayanne was featured in the first advertising spot in Spanish to be broadcast on national television without dubbing or subtitles.
During the late 1990s the Spice Girls became the face of Pepsi with the tagline "Generation Next" inspired by their song Move Over from their album Spiceworld. Promotion included TV commercials, CD singles for the promo single "Step to Me", and collectible cans and glasses with each Spice Girl on a different can or cup.
In 2001, Britney Spears became a spokesperson for Pepsi. During her contract Spears did many commercials including ones for the World Cup and other major events. Spears' contract concluded with an advertisement with Pink, Beyoncé Knowles, and Enrique Iglesias. The ad was made featuring the cover of the song "We Will Rock You" by Queen set in a Roman gladiator arena.
In 2005, Christina Aguilera was signed to promote the popular drink (she was previously promoting Coca-Cola in 2000). The campaign featuring Aguilera was released in 2006, but not in the United States. Some commercials featured singer Elissa, and some with Aguilera by herself. PepsiCo said in a recent interview that Christina Aguilera has that 'dare for more' approach. Aretha Franklin was also a spokesperson in 1998. And also in 1999 Janet Jackson signed on to the original "Ask For More" campaign which featured a song of the same name written and sung by Jackson.
In 2006, PepsiCo and Motorola launched the "Cool Tones" campaign. It involved Mariah Carey, Mary J. Blige and The All American Rejects writing and performing ringtones that could be obtained by purchasing a Pepsi bottle. The artists also filmed commercials for the campaign in which they perform their original ringtones.
In 2012, Beyoncé was signed to promote Pepsi once again. This campaign will be her fifth for the soft drink since 2002 -- and her face will be on a limited-edition line of soda cans. The multiyear campaign is estimated at $50 million, the bulk of it for media placements and promotions around the world, and the remainder split roughly equally between Beyoncé's fee and what Pepsi calls a creative content development fund.
NASCAR driver Jeff Gordon is a spokesperson for Pepsi, and was sponsored by the company starting in 1997 as an associate sponsor, and sponsored Gordon in the Busch Series for two seasons. Since 2001, Pepsi has served as sponsor for Gordon in at least two races per season.
For the 1988 and 1989 seasons, Pepsi was the title sponsor of Suzuki's effort in motorcycle road racing's premier class, Grand Prix 500cc. The Pepsi livery was a new addition to grand prix motorcycling, and a change from tobacco sponsors.
During 1988-9, Suzuki also produced a number of road going replicas of the GP bikes, emblazoned with the same Pepsi signage as the works bikes. Due to the livery's association with one of Suzuki's riders, the Texan, Kevin Schwantz, riders today are still producing their own replicas as tribute.
Since 2001, Sakis Rouvas has been a spokesperson in the Greek and Balkan campaign under contract with the headquarters of United Kingdom, being the only Greek artist to have ever been proposed to represent the brand.
Since summer 2009, Inna is the spokeswoman in Romania, Moldova and secondly in Bulgaria, Hungary and Serbia. She promoted Pepsi mostly in Romania, Moldova and Bulgaria through TV commercials and internet adverts. Some commercials have been translated from Romanian into Bulgarian or even Hungarian.
In Latin America, Colombian artists Shakira, and Juanes; Dominican Sammy Sosa, and Puerto Rican Daddy Yankee have promoted the soft drink. Spanish-speaking Jaci Velasquez did some commercials. In 2007 RBD promoted the drink in their home country of Mexico.
As for Asia, celebrity and singers Show Lo, Leslie Cheung, Jay Chou, Aaron Kwok, Jolin Tsai, Rain, Derrick Hamilton, Louis Koo, Nicholas Tse, F4, Faye Wong, Jennylyn Mercado, Kelly Chan, Momo Wu, Bamboo Mañalac, Eraserheads, Jericho Rosales, Matteo Guidicelli, Nicole Hernandez, Jackson Wang, Jao Mapa, Daniel Padilla and Julia Barretto have appeared in several different advertisements.
In Pakistan, Pepsi sponsors the Pakistan cricket team and many Pakistani celebrities and personalities have been spokespersons for the brand including Hadiqa Kiani, Junaid Jamshed, Shoaib Akhtar, Bob Woolmer, Younus Khan, Kamran Akmal, Adnan Sami, Reema Khan, Call, and Vital Signs.
In India, Pepsi first used Aamir Khan, model turned actress Mahima Chaudhary and model and ex-Miss World Aishwariya Rai to promote its product. Later it used Amitabh Bachchan, Shahrukh Khan, Kajol, Rani Mukherjee, Saif Ali Khan, Fardeen Khan, Akshay Kumar, Shahid Kapoor (before he entered the movie world), Preity Zinta, John Abraham, Pawan Kalyan, Ram Charan Teja, Priyanka Chopra, and Kareena Kapoor as well as the national cricket team. Ranbir Kapoor and Deepika Padukone were signed for Pepsi's Youngistan campaign which targeted the youth.
In Australia, the trend has been to use local Australian celebrities to promote Pepsi including Kylie Minogue, Jennifer Hawkins (Miss Universe 2004), Holly Valance, Harry Kewell, Delta Goodrem, Mark Philippoussis and several others including New Zealander Sonny Bill Williams
Pepsi has had a notorious association with spokespersons, primarily popstars, over the last 25 years.