Pepsi, 'King of Pop' reunited in new deal

PepsiCo Inc. is going on a reunion tour with The King of Pop, The Associated Press reports.

The company Thursday announced its deal with the estate of Michael Jackson to use the late pop star's image for its new global marketing push. The nature of the promotion will vary by country, but will include special edition cans bearing Jackson's image, a TV ad in some markets and chances to download remixes of some of Jackson's most famous songs.

Pepsi, which first partnered with Jackson in 1983, did not disclose the terms of its deal with the singer's estate. He died in 2009.

In the United States, the company is rolling out collectible 16-ounce blue cans that bear an image of Jackson striking one of his iconic poses. Consumers will be able to scan codes on the cans with their smartphones to download remixed tracks from "Bad."

In the Chinese market, consumers will also see a TV ad featuring Jackson's music. Contests will also let consumers win tickets to a Michael Jackson-inspired show by Cirque du Soleil and leather jackets inspired by the singer's style.

Although Pepsi is banking on the nostalgia Jackson can evoke, the partnership also resurrects painful memories.

In 1984, Jackson's hair famously caught fire while filming a commercial for Pepsi in Los Angeles. The blaze happened after a spark from a pyrotechnics display landed on the singer's head. Jackson suffered severe burns and many trace his addiction to painkillers to the incident. Pepsi gave Jackson $1.5 million as a result.