Pepsi has just taken product endorsement to a whole new level.
The brand has inked a deal with Fox to feature in 'Empire' across a three-episode storyline which kicked off yesterday evening.
According to Hulu, the series reaches 13.5 million viewers each week, on top of an additional 9.2 million digital 'catch up' fans; so its no surprise the soda brand wanted to get a slice of the action.
The story arc its involved in centers around character Jamal Lyon, creator of the fictional show's namesake hip-hop record label, who was shown meeting with Pepsi bosses in last nights' episode in a bid to boost his profile as the face of the company.
The plot is set to cumulate in a real-life ad which will initially air as part of the show before appearing on TV.
Emily Silver, vice-president of marketing for PepsiCo North America Beverages said the meta endorsement was a "truly authentic integration of life imitating art" calling it "a breakthrough for us and for the industry".