#BYMEspresso ☕️: Kendall Pepsi Jenner
Pepsi went with the most feasible and logical decision for their marketing campaign, but it backfired. Let us see how.
Here is an advertisement you have probably not seen and it is for good reason. Pepsi made sure to pull the advert from all platforms due to the severe backlash it received but before you go and search for the video let us see what happened.
They brought in Kendall Jenner to do an advertisement that addressed the Black Lives Matter issue that was spreading at that time. At first look, this looks like a proper setup for a viral video because it addressed a popular issue and also brought in famous influencers but then, why the backlash?
Well, the advertisement showed Kendall solving a BLM protest by handing a can of Pepsi to the cops which came across as watering down the seriousness of the issue or in this case “Pepsing it down”. People were infuriated, for the advertisement did not address any of the politics and suffering faced by the people and there was an all-out boycott of Pepsi products and memes started to pour in.
Pepsi had to issue a public apology and the marketing head at that time stepped down and told the media that it was the most gut-wrenching moment of his career. This case goes on to show us that just throwing viral elements into a video is not enough and there should be sufficient thought, understanding of the issue, and mindfulness while trying to make advertisements, especially when addressing sensitive issues.
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