Pepsi hires Nicki Minaj to revamp brand

According to The Wall Street Journal, PepsiCo plans to kick off its first global marketing campaign for Pepsi-Cola next month in an effort to revitalize its flagship brand, said people familiar with the situation.

The beverage and snack-food giant has enlisted rap star Nicki Minaj to be part of its new marketing, the people said. Ms. Minaj, known in part for her colorful collection of wigs, performed with Madonna during the halftime show at this year’s Super Bowl.

The new ad push could carry the tagline: “Live for Now,” although the company is still testing the idea, and it could be changed, they added.

While the first phase of the campaign hits the U.S. in April, the overseas phase is expected to be rolled out over the course of 18 months, according to a person familiar with the situation. A TV ad featuring Ms. Minaj will air only in the U.S. this year, the person said.

Pepsi-Cola’s new marketing strategy, according to two executive involved in the effort, is about creating ads that capture the excitement of “now” and “being timely.” The company has a long history of tying up with performers such as Michael Jackson, Britney Spears and Ray Charles.

Pepsi is looking at every aspect of Pepsi-Cola’s marketing, including redesigning packaging, although it will be some time before consumers see a new look.

What do you think? Does Minaj have what it takes? Check out the other celebs who have repped Pepsi:

Here’s Rain for Pepsi

Britney for Pepsi. eww!

Michael for Pepsi! Now here’s a legend!

Christina Aguilera’s Bollywood Pepsi commercial! ehhh?

Beyonce’s Pepsi commerical. Whateve!