Why people thought Pepsi’s Kendall Jenner ad was tasteless
Pepsi released one of the most universally condemned advertisements in modern marketing history in 2017 when it featured Kendall Jenner leaving a photoshoot to join a protest march and defusing tension between demonstrators and police by handing an officer a can of Pepsi, according to NBC News. The “Live for Now” campaign was immediately accused of trivializing serious social justice movements like Black Lives Matter by suggesting a can of soda could resolve tense confrontations rooted in systemic racism and police violence. Within 24 hours of release, Pepsi pulled the advertisement amid massive global backlash from activists, advertisers, and consumers who recognized it as exploitation of social movements for corporate profit.
The ad’s offensive premise
The commercial showed Jenner participating in a photoshoot when she notices an organized protest march passing by, featuring diverse young people holding signs with meaningless slogans. She removes her blonde wig, wipes off her lipstick, and joins the march in an act of spontaneous solidarity requiring no sacrifice or genuine commitment. The climax showed Jenner handing a Pepsi to a stoic police officer, who smiles and accepts it while the crowd cheers. Many people believe the final scene is a direct reference to one of the defining images of the Black Lives Matter movement: a photograph of Ieshia Evans, a 28-year-old nurse, being detained in Baton Rouge, Louisiana.
The immediate backlash
Bernice King, the youngest daughter of Dr. Martin Luther King Jr., posted an image of her father mid-peaceful protest, literally being pushed back by a police line, and tweeted: “If only Daddy had known about the power of #Pepsi.” Pepsi responded directly to King, stating, “We at Pepsi believe in the legacy of Dr. King & meant absolutely no disrespect to him & others who fight for justice.” Social media erupted with condemnation, with some taking to Twitter and calling out the brand with satire. Critics recognized the ad as a tone-deaf appropriation of Black Lives Matter imagery, with the suggestion that Jenner, a wealthy white reality TV star, could resolve conflicts rooted in systemic racism by offering soda, trivializing the experiences of actual activists who faced tear gas, rubber bullets, and arrest.
The corporate response
Pepsi pulled the ad within 24 hours, issuing an apology stating they were “trying to project a global message of unity, peace and understanding” but “clearly missed the mark.” The company also apologized to Jenner for putting her in the position, though critics noted that both Pepsi executives and Jenner’s team should have recognized the ad’s problems before release.
Conclusion
Pepsi’s Kendall Jenner ad demonstrated how corporations attempting to capitalize on social movements without understanding their significance create offensive content that damages brands while insulting the activists whose imagery they exploit for profit.
Related:
Like MediaFeed’s content? Be sure to follow us. This article was syndicated by MediaFeed.org.
AlertMe
