PEPSI International has announced a partnership with the multi-platinum hip-hop sensation The Black Eyed Peas.

The Black Eyed Peas will headline campaigns for both Pepsi and Doritos throughout 2007 and 2008. The multi-year, multi-brand partnership is designed to inspire consumers around the world to get involved in unique ways with the brands -- and with the band. The Grammy award-winners have been a global sensation, selling more than 17 million units worldwide, with favourites like Pump It and Let's Get It Started.

The Pepsi-Doritos/Black Eyed Peas collaboration will give consumers a chance to participate in unique ways to showcase their creativity. The Black Eyed Peas have been hands-on in creating the music and television ads, designing cans and labels and building a concert tour specifically for the brands. "This isn't your average partnership, said William of The Black Eyed Peas adding, "We were determined to do something where the fans actually participate in the whole experience. We have definitely achieved this!"

And Ron Coughlin, PI chief marketing officer (CMO) - Beverages, and Peter Gutierrez, PI CMO - Foods, agree. "The Black Eyed Peas provide a powerful growth platform for consumers, customers and our bottlers," Coughlin said. Gutierrez on his part said: "The campaign takes our consumer marketing to a whole new level of engagement".

The focus of the innovative campaign is a song, titled More, written for Pepsi by The Black Eyed Peas. The song headlines the new TV ad, Jump. Fans from across the world are encouraged to create, remix and share more by personalizing their own versions of the song. In writing the song, band leader William intentionally left a verse blank, giving consumers and fans the chance to finish the song. Consumers can also customize their own ringtones at www.pepsimore.com with a specially designed mixing deck that allows them to combine various music elements.

The campaign culminates with the Pepsi Black, Blue and You Tour. From September to November, the Black Eyed Peas will headline concerts for Pepsi in 13 countries around the world: Russia, Romania, Hungary, Sweden, Poland, Nigeria, South Africa, Brazil, Venezuela, Guatemala, Mexico, Thailand and Australia. The concerts will feature local artists and consumer performances of the More song via local promotions.