(PURCHASE, N.Y.) — The estate of Michael Jackson has teamed up with Pepsi to celebrate the 25th anniversary of the King of Pop’s multi-platinum album Bad and his unforgettable Bad tour.
As part of its new Live for Now campaign, Pepsi will stamp Michael’s trademark silhouette on one billion limited edition cans in more than 20 countries. The international roll-out begins on Friday in China, with collectible can designs being released there first, then in the U.S.. Later this year, the campaign will debut in Asia, South America and Europe.
New mixes of Michael’s music from the Bad album will also be released as part of the special campaign, and fans across the globe will be invited to take part in live events and contests. The prizes include a limited number of jackets inspired by those worn by Bad tour staff.
Fans who share photos of their Michael memorabilia, or original artwork inspired by him, can also enter for a chance to win tickets to Michael Jackson THE IMMORTAL World Tour, the Cirque du Soleil show inspired by Michael’s music.
The King of Pop’s relationship with Pepsi spans more than 25 years. He was featured in his first Pepsi ad campaign, alongside his brothers, in 1983. A year later, while shooting another Pepsi commercial in Los Angeles, Michael’s hair caught fire when a spark from a pyrotechnics display landed on his head. The burns were severe, and many speculate that the painkillers Michael subsequently was prescribed led to his addiction to the pills.
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