Pepsi "New Generation" Tee 1984

Pepsi's "New Generation" campaign of 1984 — featuring Michael Jackson — was the most expensive celebrity endorsement in history at the time. The marketing campaign that followed produced promotional merchandise that captured the peak of 1980s corporate pop culture. The Pepsi brand's rivalry with Coca-Cola (the "Cola Wars") was a defining cultural narrative of the decade. Original promotional merchandise from the Michael Jackson Pepsi era carries the full weight of 1980s pop mythology. Value: $200–$700.