Rapper Jay-Z is to leave the advertising world fizzing with anticipation after agreeing to help soft drinks giant Coca-Cola relaunch its Cherry Coke line.

The 99 Problems star's Rocawear firm will design the new Cherry Coke can and the product's TVcommercials, and Jay-Z will appear at its 7 February (07) relaunch at New York Fashion Week.

Rocawear's Jameel Spencer says, "Besides just recording, he's making TV commercials and campaigns for brands... who is better than Coke? 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." (source)