May 5, 2012: It is no secret that on Thursday (5/3) the New York based Pepsi announced its deal with the estate of
Unknown to Pepsi was the resurgence of “Michael Jackson Hair Catches Fire” video, shortly after Pepsi’s announcement. For those unfamiliar; in 1984, Pepsi sponsored The Jacksons' Victory Tour. As part of the deal, The Jacksons were to star in two commercials for Pepsi. The Jackson hit "Billie Jean" was reworked for the commercial and re-titled “Pepsi Generation". The launch of "The Choice of a New Generation" campaign in February 1984 was attended by 1,600 fans. During the filming of the second commercial a firework exploded and Jackson's hair caught fire. As a result of the fire, Jackson needed reconstructive surgery. Many attribute this accident to Jackson’s dependency to pain medication.
The videos (by now there are many copies) took off on Facebook and quickly spread to Twitter. It is unclear why or what, if any, affect this might have on Pepsi’s planned global marketing blitz. Pepsi is trying to revive its brand and win back market share from Coca-Cola.
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Sources: YouTube, RIPKingOfPopMICHAEL, Radio 950, nydailynews.com