In the world of advertising, groundbreaking campaigns can either ignite a brand’s success or bring it crashing down. One such campaign that captured the attention of millions, albeit for all the wrong reasons, was the 2017 Pepsi ad featuring supermodel Kendall Jenner.
This commercial became an instant sensation, but not in the way Pepsi had hoped for. It sparked a fierce backlash from viewers who accused it of belittling critical social issues.
As the ad was swiftly pulled off the air, Pepsi sales took a nosedive. However, amidst the chaos, Kendall Jenner’s modeling career seemed to emerge unscathed, leaving many scratching their heads.
How did this Pepsi ad turn into a colossal controversy? And what impact did it have on Jenner?
Let’s dive into this captivating story and find out.
pepsi ad
The 2017 Pepsi ad featuring Kendall Jenner aimed to reach millennials and promote unity, peace, and understanding. However, it received backlash for trivializing the Black Lives Matter movement and police brutality.
The ad was removed one day after its release due to criticism. PepsiCo, a leading food and beverage company, issued an apology, stating they missed the mark and did not intend to make light of any serious issue.
Despite negative response, Jenner’s modeling career remained largely unaffected while Pepsi sales hit an all-time low.
Key Points:
- Pepsi released a 2017 ad featuring Kendall Jenner to target millennials and promote unity.
- The ad faced backlash for trivializing the Black Lives Matter movement and police brutality.
- It was taken down after just one day due to criticism.
- PepsiCo apologized and admitted to missing the mark and not intending to make light of serious issues.
- Kendall Jenner’s modeling career was not significantly impacted by the negative response to the ad.
- Pepsi sales reached an all-time low following the release of the controversial ad.
Sources
https://en.wikipedia.org/wiki/Pepsi:_Live_for_Now
https://www.ispot.tv/brands/AqG/pepsi
https://www.pepsi.com/
https://www.designyourway.net/blog/pepsi-ads/
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💡 Pro Tips:
1. The backlash against the Pepsi ad was not only due to its trivialization of serious social issues, but also because it attempted to co-opt activism for commercial gain.
2. PepsiCo’s decision to remove the ad quickly after its release shows the power of public opinion and the importance of addressing criticism in a timely manner.
3. The controversy surrounding the ad highlights the need for brands to carefully consider the potential impact and interpretation of their advertisements, especially when addressing sensitive topics.
4. The parody and references to the ad in other media outlets further amplified the negative response, leading to a prolonged discussion and scrutiny of Pepsi’s misstep.
5. The lasting impact on Pepsi’s sales demonstrates the potential consequences of a poorly received ad campaign, even for a large and established company.
Background Of The Pepsi Ad Featuring Kendall Jenner And “Lions”
The 2017 Pepsi advert caused quite a stir when it hit the airwaves, featuring reality TV star Kendall Jenner alongside the catchy song “Lions” by Skip Marley. As an iconic beverage brand, Pepsi sought to create an advertisement that would appeal to the millennial generation while promoting unity, peace, and understanding.
Ad’s Target Audience And Intended Message
Pepsi’s primary target audience for this advert was millennials, a demographic known for their social activism and desire for change. The ad aimed to resonate with this group by portraying a scene where Jenner joins a protest, ultimately bridging a divide and bringing people together through the simple act of offering a can of Pepsi to a police officer.
The intended message of the ad was to showcase the power of unity and how a seemingly small gesture could spark positive change in society. Pepsi hoped to align itself with the ideals of the millennial generation and position their brand as a catalyst for progress and harmony.
Backlash And Criticism For Trivializing Black Lives Matter And Police Brutality
Despite Pepsi’s intentions, the ad faced swift and severe backlash for what many perceived as trivializing important social issues, specifically the Black Lives Matter movement and police brutality. Critics argued that the ad’s depiction of Jenner approaching heavily armed police officers during a protest seemed to mimic the iconic image of Ieshia Evans, a woman who stood her ground in the face of law enforcement during a Black Lives Matter protest.
This juxtaposition of real-world acts of resistance against systemic oppression with a can of soda was seen by many as tone-deaf and offensive. It was interpreted as an attempt by Pepsi to profit from movements fighting for social justice, while simultaneously diminishing the seriousness of the issues at hand.
Removal Of The Ad One Day After Release Due To Negative Feedback
The backlash against the ad was so intense that Pepsi swiftly made the decision to remove it from all platforms just one day after its release. The company issued a statement acknowledging the criticism and expressing regret for the unintended offense caused.
They admitted that they had missed the mark in their attempt to spread a message of unity and peace.
The decision to remove the ad was a clear acknowledgment of the gravity of the situation and a step towards rectifying the negative impact it had on the affected communities.
Pepsico’s Financial Status As A Leading Food And Beverage Company
PepsiCo, the parent company behind the Pepsi brand, is a leading multinational food and beverage company. With a net revenue of over $63 billion in 2017, PepsiCo has a significant global presence and a wide range of popular brands under its umbrella.
While the negative reaction to the ad had a short-term impact on Pepsi’s sales, the company’s financial standing remained strong due to the diversified nature of their business. The controversy surrounding the ad did not significantly affect the overall financial performance of PepsiCo, although it did serve as a valuable lesson in the importance of responsible advertising.
Kendall Jenner’s Lack Of Involvement In The Ad’s Creative Process
Despite being the face of the ad, it was revealed that Kendall Jenner had no involvement in the creative process. She was hired solely as a model, and the concept, script, and overall production of the commercial were handled by the advertising agency and Pepsi’s internal team.
This revelation led to much discussion and speculation about the level of responsibility Jenner should bear for the controversial nature of the ad. Many argued that celebrities should be held accountable for the messages they endorse, even if they do not have direct control over the content.
Depiction Of A Controversial Scene Imitating A Protest
One of the most contentious aspects of the ad was its depiction of a scene imitating the iconic photograph of Ieshia Evans confronting heavily armed police officers during a protest. Although the intention might have been to showcase unity and solidarity, the execution was seen as trivializing the serious nature of protests against racial injustice.
The scene sparked outrage as it seemed to downplay the real-life struggles faced by marginalized communities, reducing them to a mere opportunity for a photo-worthy moment and the chance to sell soda. This portrayal reinforced stereotypes and minimized the significance of the underlying social issues being protested.
Pepsi’s Apology And Recognition Of Missing The Mark
After facing immense backlash, Pepsi issued an apology and addressed the public’s concerns. They acknowledged that their attempt to create an advertisement promoting unity and understanding had fallen short and failed to address the complex realities faced by marginalized communities.
Pepsi expressed remorse for any offense caused and reiterated that their intention was never to make light of serious issues or trivialize the struggle for social justice. The company vowed to listen and learn from the experience, intending to take a more thoughtful and responsible approach to their future marketing campaigns.
In conclusion, the 2017 Pepsi ad featuring Kendall Jenner and the song “Lions” by Skip Marley will undoubtedly be remembered as a significant misstep in the realm of marketing. Despite the initial intention to reach millennials and promote unity, the ad faced severe criticism for trivializing important social movements and was removed after only one day of airing.
PepsiCo’s financial status as a leading food and beverage company remained largely unaffected, highlighting the resilience of the established brand. With the lesson learned from this controversy, Pepsi aims to take a more considerate and socially responsible approach in their future marketing endeavors.