Fox Plays Both Sides of the ‘Cola War’

Pepsi has issued a release confirming that it is the official sponsor of the new Simon Cowell singing competition The X Factor, which is debuting on Fox in the U.S. this fall.

The sponsorship includes online content, a multi-platform marketing partnership, and “weekly in-show integrations and placements.” Will the feisty Brit be wrapping his hand around a conveniently placed Pepsi cup on the air rather than pretending to ignore the bright red Coke cup sitting six inches in front of him?

“That to me would be the wallpaper,” said Frank Cooper, an SVP at Pepsico when the New York Times asked about product placement. “We’re really going a layer deeper.”

Coke, Ford and AT&T are American Idol‘s sponsors. Pepsi is now the exclusive beverage sponsor of The X Factor, but the Times says the program could sign other partnership deals.

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