Cautionary tale: Pepsi ad doesn’t just fall flat, it offends
Author: CIMCOM
Whilst recently launched Coca Cola ads have been well received, Pepsi’s latest ad with Kendall Jenner has received so much flak that the company has decided to pull it.
The ad features model and Kardashian sister, Kendall Jenner. Pepsi’s ad starts with Kendall working at a photo shoot when she sees political protestors go by. Kendall decides to join the march and on reaching the head of the group she hands a cold Pepsi to one of the many police facing down the protesters. Her actions get a roar of appreciation from the crowd. Everyone is happy!
The ad has been criticised as ‘tone deaf’, ‘tasteless’ and ‘disrespectful’. It shows a complete lack of understanding of current affairs and has been seen as a rip-off of the Black Lives Matter protests.
A statement from Pepsi in response to this criticism reads:
“Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark and apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.”
See the media report on US TV news Good Morning America
Read Tonnisha English’s excellent 3-point article on her TJE Communications website which outlines the lessons of this cautionary tale: Here’s Why Pepsi Got It Wrong
Jesse Hagopian is an activist and public speaker, who has seen his image go viral in this meme by @ignant_ . The meme uses a photo of Jesse being pepper sprayed by a police officer in an unprovoked attack as he attended the 2015 Martin Luther King Day rally in Seattle. It’s been captioned: "Yo Kendall, I’m gonna need you to come through with a Pepsi, these cops are wildin".
Read Jesse’s story which provides a reality check to the misguided Pepsi advert:
The story behind the meme mocking Pepsi’s attempts to brand rebellion
Lora Strum at global PR company Weber Shandwick in Washington DC tweets:
Australian senator, Scott Ludlam derides Pepsi’s ad:
Bernice King, daughter of Martin Luther King tweets:
All in all, it’s a cautionary tale. Commercial brands need to exercise their common sense. It’s hard to see how the Pepsi brand team could ever have thought this execution was a good idea. At least the brand has responded swiftly and with respect to the public’s concerns.