By Associated Press
Shiv Singh, who heads global digital for PepsiCo Beverages, said the videos will give viewers “the pulse on what’s happening in music.” They’ll be posted each Wednesday for the next year.
The songs will be given out on a first-come, first-served basis to any Pepsi followers who include a Pepsi hashtag in a tweet. Pepsi didn’t say how many songs it will give away.
The company didn’t disclose the financial terms of the deal with Twitter.
The partnership is part of Pepsi’s broader “Live for Now” campaign, which is using music to revive the brand’s image and help win back market share from Coca-Cola Co.
Reaching out to younger consumers has become particularly important for both companies at a time when consumers can choose from more and more beverages.
Energy drinks, sports drinks and bottled teas, for example, are enjoying growth in the U.S. while soda consumption has been on the decline.
In many cases, consumers want a special “benefit” from their drink, whether it’s antioxidants or a shot of caffeine. Sodas, by contrast, are often considered empty calories.
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