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In 2002, Knowles signed a promotional deal with Pepsi to appear in two television commercials, as well as in radio and Internet advertisements and in-store promotional materials. A 2004 Pepsi television commercial in the theme of Gladiators featured Knowles with singers Britney Spears, Pink, and Enrique Iglesias, and the following year with Jennifer Lopez and David Beckham on a commercial called "Samurai". Knowles' range of commercial deals and products also includes beauty care products and perfumes. She has worked with L'Oréal since the age of 18. In 2004, Knowles launched her fragrance, True Star, with Tommy Hilfiger. The commercial for the scent was shot in black and white and has Knowles singing a cover version of "Wishing on a Star", for which she earned $250,000. The following year, Knowles launched her second fragrance with Hilfiger called True Star Gold. In 2007, Knowles appeared in an advertisement campaign for the Emporio Armani Diamonds fragrance.
In March 2009, Knowles appeared in a television commercial for the Nintendo DS game Rhythm Heaven. She also appeared in two television commercials for Style Savvy, a fashion video game for the Nintendo DS and Nintendo DSi. Five designs from her House of Deréon clothing line were available for download in the game. In January 2010, Knowles signed a three-year endorsement deal with Vizio. In February 2010, Knowles launched her first official fragrance, Heat. She re-recorded her cover version of "Fever" for the fragrance's television commercial. The commercial was banned from daytime television in the United Kingdom, after it had received 14 viewer complaints. The commercial, which begins with an image of Knowles appearing to lie naked in a room, had been deemed "too sexually provocative" to be seen by young children and was not shown before 7.30 pm. In February 2011, Knowles launched her second fragrance, Heat Rush. In April 2011, Knowles was sued by US game developer, Gate Five, for more than $100 million, who claimed she "destroyed business ... on a whim". Gate Five alleged that Knowles changed her mind about plans for a game called Starpower: Beyoncé, forcing the company to sack 70 employees the week before Christmas 2010. Knowles' third fragrance, Pulse, was launched in September 2011.
In December 2012, it was announced that Knowles had partnered with Pepsi in a multi-year deal estimated at $50 million. As reported by The New York Times, "the deal will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer's chosen creative projects." Following her performance at the Super Bowl halftime show on February 3, 2013, Knowles will appear in a global television commercial for Pepsi — Live for Now, her fifth for the soft drink since 2002. Knowles' image will also be used in life-size cardboard cutouts in stores and on a limited-edition line of soda cans, which will launch first in Europe in March 2013.