Pepsi and Global Citizen are teaming up to sponsor a concert organized by the World Health Organization in honor of front-line healthcare workers. The concert, called “One World: Together at Home”, is a continuation of the Global Citizen #TogetherAtHome initiative. It premieres on April 18th at 8 p.m. EST and will run on Amazon Prime Video, YouTube, Twitch, Instagram, and a number of other digital platforms and TV networks.
Pepsi typically maximizes celebrity partnerships, according to a Gartner report on the topic, and its new concert lineup is no different. The show includes performances by Stevie Wonder, Lizzo, John Legend, Sir Paul McCartney, and Lady Gaga—who is curating the event. Pepsi promises appearances from other celebrities as well—Jimmy Kimmel, Jimmy Fallon, and Stephen Colbert will all host, while a slew of athletes, activists, and a few world leaders are slated to appear. The concert will spotlight a number of healthcare heroes too, giving thanks for their efforts.
Back in January, Pepsi debuted its “That’s What I Like” campaign but with the rise of the Coronavirus pandemic, the campaign was suspended. Fortunately, the marketing resources allocated for the campaign will instead be used to promote the concert. To further publicize the show, Lady Gaga and Global Citizen teamed up, raising $35 million for various Coronavirus relief funds. Additionally, Pepsi donated $45 million towards healthcare equipment for medical professionals, testing services, and supplying food to at-risk communities across the U.S.
Pepsi has a long history of working with musicians on large-scale entertainment events. The brand is now using this experience to support the global fight against Coronavirus. With an impressive artist lineup, a plethora of viewing options, and a common goal to support, Pepsi and Global Citizen’s concert could bring together fans from around the world through music and charity.