Watts Wacker, a pop culture guru told the paper: “This is very macabre and seems totally over-the-top to me. This will be a very polarizing promotion. They'll get lots of buzz, but most of it will be negative."Consultant Jonathan Salem Baskin said: "It's a stroke of utter and complete stupidity. Can you imagine Whitney Houston being on a can of pop?"
Last year, pepsi lost its global market to Coke and now to get it back, the company has given a go-ahead to the move with what it claims as a 25th anniversary celebration of Jackson’s multiplatinum Bad album and tour – the promotion, besides cans will include live events, iconic music and digital opportunities for fans to get special-edition merchandise.
Certainly a live Michael Jackson wouldn’t have been that effective but a dead King of Pop with all negative image, after his death due to drug overdose could do the trick for Pepsi. Image consultant Laura Ries said: “A dead Michael Jackson is effective, a live Michael Jackson would not have been because of all the negativity."
Jackson has starred in his Pepsi campaign in 1983 and a year later his hair even caught fire while filming a Pepsi spot and now bringing him back after his death could revive Pepsi’s future.
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