Pepsi pulls controversial Kendall Jenner ad

Summary

Pepsi's controversial ad featuring Kendall Jenner handing a police officer a can of Pepsi during a protest sparked widespread backlash. Critics accused the brand of appropriating a powerful Black Lives Matter moment and trivializing serious social issues. Many, including Bernice King, questioned the ad's tone-deaf approach, and Pepsi quickly apologized, pulling the ad. Similarly, Nivea faced backlash over a 'white is purity' ad, highlighting the growing challenges brands face in an age of swift social media reactions. Both cases underline the importance of sensitivity in modern advertising.

Takeaways

• 😀 Pepsi released an ad featuring Kendall Jenner, a diverse crowd, and music by Skip Marley, which was meant to project unity and peace.
• 😀 The ad depicted Jenner handing a Pepsi to a police officer during a protest, drawing comparisons to an iconic Black Lives Matter image.
• 😀 The ad sparked backlash on social media for allegedly appropriating the image of Aisha Evans facing police during a protest in Baton Rouge.
• 😀 Critics argued that the ad trivialized the complex issues surrounding police protests, suggesting a sugary beverage could resolve these problems.
• 😀 Bernice King, the daughter of Martin Luther King Jr., mocked the ad by referencing her father's image from a freedom march with police, questioning if he had known about the power of Pepsi.
• 😀 Pepsi apologized for the ad and pulled it, acknowledging that it failed to communicate the intended message of global unity and peace.
• 😀 Some social media critics argued that the ad missed the mark by offering a superficial solution to a deep social issue.
• 😀 Marketing Professor David Soberman pointed out that while the ad was pulled, it generated significant publicity for Pepsi.
• 😀 Other companies, like Nivea, also faced backlash for controversial ads, including a campaign in the Middle East with the slogan 'White is Purity,' which was labeled as racist.
• 😀 Both Pepsi and Nivea's parent company apologized for their respective ads and pulled them, illustrating the growing sensitivity to cultural issues in modern advertising.
• 😀 The reactions to these ads underscore the importance of understanding the potential backlash businesses face in the age of social media, where opinions can spread rapidly.

Q & A

What was the intention behind the Pepsi ad featuring Kendall Jenner?

The intention behind the ad was to create a feel-good, soft drink commercial featuring a diverse group of people, a global message of unity, peace, and understanding, with music by Skip Marley.

What controversy arose around the Pepsi ad?

The controversy centered around accusations that Pepsi appropriated an iconic image of Aisha Evans facing police during a Black Lives Matter protest, and criticism over the idea that a sugary drink could resolve issues with the police.

How did people on social media react to the ad?

Social media reactions were largely negative, with users criticizing the ad for its tone-deaf approach to serious social issues, especially the portrayal of a protest resolved by a can of Pepsi.

What did Bernice King, the daughter of Martin Luther King Jr., say about the ad?

Bernice King tweeted a photo of her father during a confrontation with the police at a freedom march, sarcastically suggesting that if only her father had known about the power of Pepsi, the situation could have been resolved.

What was Pepsi's response to the backlash?

Pepsi apologized for the ad, acknowledging that it missed the mark and explaining that the intention was to promote unity, peace, and understanding.

What does the social media editor quoted in the script think about the ad?

The social media editor believes that Pepsi missed the mark by presenting the ad's message as a solution to social justice issues, particularly by resolving a stand-off with a can of Pepsi.

What is David Soberman’s view on the situation?

Marketing professor David Soberman argues that despite the ad being pulled, Pepsi has gained significant publicity and attention, which might be considered a victory for the brand.

What other company faced backlash for an advertisement?

Nivea also faced backlash for an ad posted on its Middle East Facebook page that included the phrase 'White is Purity,' which was widely criticized as racist.

How did Nivea respond to the controversy surrounding its ad?

Nivea apologized for the ad and pulled it, acknowledging the negative reactions it sparked.

What broader lesson do businesses learn from these situations?

The broader lesson is that businesses need to be extremely cautious with their advertising in the age of social media, where backlash can be swift and intense, and negative reactions can spread globally in an instant.