Pepsi’s Controversial Ad: A Social Media Crisis

In April 2017, PepsiCo faced a major social media crisis following the release of a controversial advertisement starring model Kendall Jenner. The commercial, intended to promote unity and peace, backfired spectacularly, leading to widespread criticism and backlash. Here’s an in-depth look at the incident, the public’s reaction, and Pepsi’s response.

The Advertisement

The advertisement featured Kendall Jenner leaving a photo shoot to join a protest march. The diverse group of protesters, holding signs with vague messages like “Join the conversation,” encounters a line of stoic police officers. In a climactic moment, Jenner hands a can of Pepsi to a police officer, who accepts it and smiles, prompting cheers from the crowd. The ad was meant to convey a message of harmony and understanding.

Public Reaction

The public reaction was swift and overwhelmingly negative. Critics accused Pepsi of trivializing social justice movements, particularly Black Lives Matter, by suggesting that complex issues of police brutality and racial inequality could be resolved as simply as sharing a soda. The imagery in the ad was seen as tone-deaf and insensitive, with many pointing out the stark contrast to real-life protests where interactions with police often result in violence and arrests.

Social media platforms, especially Twitter, became hotbeds of criticism. Users created memes mocking the ad, and hashtags like #PepsiFail and #BoycottPepsi trended for days. Prominent figures, including celebrities and activists, voiced their disapproval, further amplifying the controversy.

Criticism from Social Movements

One of the most vocal groups was the Black Lives Matter movement. Activists were outraged by the ad’s perceived co-opting of their struggle. Many highlighted the stark difference between the ad’s portrayal of protest and the harsh realities faced by real activists. The ad was seen as an attempt to commercialize and diminish the significance of their fight against systemic racism and police violence.

Pepsi’s Response

Faced with the mounting backlash, PepsiCo quickly pulled the ad from all platforms and issued an apology. The company acknowledged that they “missed the mark” and apologized for any offense caused. Kendall Jenner, who faced significant personal criticism, did not publicly comment immediately, but later expressed regret in a subsequent episode of her reality show, “Keeping Up with the Kardashians.”

Pepsi’s official statement read: “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

Lessons Learned

The Pepsi ad controversy serves as a cautionary tale for brands attempting to engage with social and political issues. Key lessons include:

Cultural Sensitivity: Brands must approach sensitive topics with a deep understanding and respect for the issues and the people affected by them. Superficial or insensitive portrayals can lead to significant backlash.
Authenticity: Consumers value authenticity. Attempts to leverage social movements for commercial gain without genuine support or understanding are likely to be met with cynicism and criticism.
Listening to the Audience: Social media provides a direct line to public sentiment. Brands must actively listen and be prepared to respond quickly and appropriately to feedback.
Diverse Perspectives: Involving a diverse group of voices in the creative process can help identify potential issues before they become public. This can prevent tone-deaf messaging and ensure a more inclusive approach.

Conclusion

Pepsi’s controversial ad and the ensuing social media crisis underscore the importance of thoughtful, respectful engagement with social issues. While brands have the power to influence and contribute to social conversations, they must do so with care, authenticity, and a genuine commitment to the causes they aim to support. The fallout from this ad continues to serve as a powerful reminder of the potential pitfalls of missteps in the age of social media.