Coca-Cola is hoping hip hop superstar Jay-Z will help boost sales of its Cherry Coke drink.
The rapper’s Rocawear label will design the soft drink’s new cans. He will also appear in television commercials for the product and at its relaunch at New York Fashion Week on February 7.
“Besides just recording, he's making TV commercials and campaigns for brands... who is better than Coke?” Rocawear's Jameel Spencer says.
"They're the biggest. His role is helping brands not get it wrong the way McDonald's did with African-Americans rapping about French fries.
"There's a reassurance that they won't appear like an out-of-touch uncle trying to act cool."
Cherry Coke has been relaunched three times since its 1985 debut but its sales have continued to flag.
