Mariah Rings Up Pepsi

Mariah Carey signing on to write and sing original ringtones for Pepsi and Motorola, to be made available this summer

By Gina Serpe Apr 19, 2006 7:10 PMTags

Mariah Carey may be taking her role as pop idol a bit too literally.

The multiplatinum-selling singer has teamed up with Pepsi to write and produce 20 original voice and music ringtones for release this summer. Carey will also star in a national commercial promoting the Pepsi Cool Tones & Motorola Phones partnership as part of her endorsement deal.

"I had a lot of fun with this project," the Grammy winner said in a statement. "It was a great creative outlet because musically I could do things here that I would never think to do for one of my albums.

"This was a great idea by Pepsi, and I'm happy to be a part of it."

As part of the deal, Carey will also kick off her summer tour--for which dates have yet to be announced--with a one-off Pepsi Smash gig at Los Angeles' Kodak Theater. The performance will mark the Emancipation of Mimi singer's first full-scale concert show in more than three years.

The Pepsi Cool Tones promotion will eventually feature upward of 100 original ringtones from several artists, with Carey the first to sign on. Her contributions will be written exclusively for the promotion.

She will also be the face of the new endeavor, starring in a Pepsi TV commercial that will begin running nationwide next month. The spot will be directed by her long-time music video helmer, Paul Hunter.

Financial terms were not disclosed, but Pepsi has a history of shelling out for top talent. In the past, the cola peddler has struck endorsement deals with Kanye West, Beyoncé Knowles, Gwen Stefani, Green Day and Britney Spears. West and Stefani even headlined Pepsi Smash's 2005 concert series.

The Pepsi deal is just the latest in an increasingly long line of new commercial partnerships for comeback queen Carey.

Earlier this month, she announced plans to develop and market her own signature line of fragrances with Elizabeth Arden Inc. The first perfume from the deal will hit stores in 2007.

In March, the "We Belong Together" singer launched her own jewelry and accessories line, Glamorized by Mariah Carey, which is geared toward the teen set and features the singer's trademark butterfly logo.

In the meantime, an Escada dress donned by Carey in an Intel Centrino Duo commercial is up for auction to benefit VH1's Save the Music Foundation. Bidding is currently at $1,100 for the garment, which will remain on the block until May 3.