Outkast rapper BIG BOI is to front a new Coca-Cola advertising campaign in a bid to expand the brand's reach into the African-American demographic.
The Way You Move hitmaker, real name Antwan André Patton, was announced as the new spokesmodel for the drinks firm's Full Throttle Fury Energy Drink on Tuesday (30Sep08).
And according to the energy drink's senior brand manager Rafael Acevedo, it was Big Boi's "drive to excel" which made him perfect for the brand relaunch of Coca-Cola's Full Throttle Fury promotion, according to AllHipHop.com.
Acevedo says, "He truly embodies the Full Throttle mindset of 'Go Full Throttle or Go Home'. Full Throttle Fury will play a vital role in Big Boi's upcoming album release activities and concert tour - including product integration, customised point of sale displays, and sponsorship opportunities."
In a statement, Big Boi adds, "My new album Sir Luscious Left Foot embodies the energy of Full Throttle Fury, where I feel like the body of work I've created on this CD will hopefully motivate my fans even more with its high energy and conscious lyrics as I've always created in my music."
Big Boi's LP Sir Luscious Left Foot: The Son of Chico Dusty will be released in the U.S. on 28 October (08).