Wednesday, June 19, 2024

Pepsi Beats Coke for X Factor Contract


The official soda for Simon Cowell’s new “X Factor”? Why, it’s Pepsi, which beat out rival Coca Cola for the honor of blasting its commercials after every segment of the talent fest next fall.

The press release from Syco, Freemantle and Fox reads: “The comprehensive sponsorship of THE X FACTOR by Pepsi includes an extensive, multi-platform off-air marketing partnership; weekly in-show integrations and placements; and an immersive content experience online. Pepsi will be the exclusive beverage sponsor of THE X FACTOR both on and off-air.”

Sounds like the Morgan Spurlock documentary I wrote it below. Funny. Imagine all the product placements!

This just means that Pepsi spent more on this than Coke. Will it change the dynamic? Will Coke suddenly fall to number 2? Pepsi is the Avis of sodas, always trying harder. Maybe this will do it. But it seems to me that “X Factor” lost a chance to be associated with a great theme like “I’d like to teach the world to sing.” Maybe Coke will go with “American Idol.”

Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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