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April 19, 2014

Soda Wars Over as Pepsi Beats Out Coca-Cola to Sponsor 'The X Factor'

by Catherine Lawson, posted Jan 4th 2011 6:10AM
Simon CowellIt's official: Judges on the US version of 'The X Factor' will be drinking from blue cups, not red ones. After weeks of speculation, it's been announced that Simon Cowell has switched allegiances and signed a sponsorship deal with Pepsi.

According to The New York Times Pepsi will be the only season-long sponsor of the new singing talent show. The deal calls for a joint website and marketing ventures, and Frank Cooper, senior VP at PepsiCo, said that the social media and local community parts of the "Pepsi Refresh Project" -- which lets people vote to give grants to deserving groups -- would be used as a template for 'X Factor' promotions.

Simon Cowell was reportedly in favor of signing with Pepsi as a way of separating his new show from 'American Idol,' which is sponsored by Coca-Cola.

Speaking on behalf of Pepsi, Cooper said, "We believe in the power of Simon Cowell." In return, Simon Cowell thanked Coke for its support for 'American Idol' over the years, then said "I do love the taste of Pepsi."

The new deal could mean a win-win situation for Fox: It has Coca-Cola locked up on 'American Idol' in the winter and spring, and now it will have Pepsi on 'The X Factor' in the fall. The sponsorship also looks like a victory for Pepsi assuming that viewers take to 'The X Factor' the way Fox and Pepsi hope they do.

Fox and 'X Factor' producers are spending an unusually long time building up and promoting the show ahead of its launch in the fall. It was first announced a year ago, together with Cowell's departure from 'American Idol,' and although it will follow the same format as its hit UK predecessor, a lot of the details -- such as, who will the judges be? -- have yet to be worked out.

One thing is sure though: We can expect to see and hear a lot more about 'The X Factor' and its new sponsor online in 2011. Cowell said yesterday that "The social community, the Internet, is going to be a vital part of building up the buzz about this show."

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grassom6

wow u kidding me pepsi over coca cola that is a true mess coke is it always will be simon really

August 09 2011 at 12:39 PM Report abuse rate up rate down Reply
titan01phoenix

its about time they got ride of simon. I didn't watch american idol due to his attitude. Good riddens !!!

January 17 2011 at 7:59 PM Report abuse rate up rate down Reply

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