Jay-Z to Promote Cherry Coke

Soft drink giant Coca-Cola has tapped Jay-Z and his multimillion-dollar apparel company Rocawear to help relaunch its Cherry Coke brand.

Brand Week reports, Jay-Z will take part in all aspects of the brands relaunch, ranging from the design of the new can, appearing in TV commercials and co-producing and appearing at the brand's Feb. 7 launch at New York's Fashion Week.

"It's his new opportunity to expand his standing in the business world. Besides just recording, he's making TV commercials and campaigns for brands and who is better than Coke? They're the biggest." Jameel Spencer, CMO Rocawear told Brand Week. "The partnership between Rocawear and Coke for the relaunch of Cherry Coke represents how brands are looking for fully integrated partnerships to effectively communicate to a lifestyle. The partnership is mutually beneficial as Coke has a longstanding place in the fabric of American culture, and Rocawear represents the fashion iteration of the 'new' America." Rocawear, was a perfect fit for Cherry Coke's rebranding, said Spencer.

This marks the third time the brand, which debuted in 1985, has been repackaged during the past five years.