In an impressive move by Pepsi, they listened to the public's negative reaction to their latest ad and decided to pull the campaign, which featured model Kendall Jenner.
The message of the campaign was 'Live Bolder, Live Louder' but the only bold or loud thing about it was the backlash. The ad, which you can watch below, features hundreds of multi-cultural people gathering to protest before being met by a line of police officers. Cue Kendall Jenner who walks away from a fashion shoot to join the protestors before picking up a can of Pepsi and offering it to one of the police force and joy erupts amongst the crowd as a result, for some reason.
People across the world are campaigning and have been for centuries about issues that they feel impassioned about, issues of race, religion and humanitarianism amongst others. The purpose of the protest in this ad isn't clear, the reason for police presence blocking the path isn't clear. Even less clear, is how a sugary mineral drink can help.
800 years of oppression and all we needed to do was hand the Brits a can of #Pepsi?! If only we knew! 😐 pic.twitter.com/OvR4G1QYet
— Cormac Moore (@CormacComedy) April 5, 2017
A spokeswoman for Pepsi explained their reasoning for canning the campaign: “Pepsi was trying to project a global message of unity, peace and understanding.
"Clearly we missed the mark, and we apologise. We did not intend to make light of any serious issue. We are removing the content and halting any further roll out. We also apologise for putting Kendall Jenner in this position.”
The best thing about the campaign is Pepsi listening to the reaction and taking action to limit the extent of the damage. It also shows the power of social media as a platform for people to unite and share their views across the globe in a swift, honest and powerful way.
Fashion and music role models are continually featured in advertising to convey the latest message of the brand or new campaign.
Beyoncé appeared in one of Pepsi's previous campaigns, which coincided with the release of her 2013 single, Grown Woman and the message was clear: 'Embrace your past but live for now'. The ad worked because Beyoncé works as a talented, inspirational role model for strong women to be even stronger and for all to admire.
This new campaign, on the other hand, is flippant about almost everything that it touches on: Fashion is portrayed as unimportant, the serious undertone and respect that usually surrounds protests is dropped in favour of a carnival atmosphere. Pepsi, what were you thinking?
Pepsi tried to cash in on Black Lives Matter with its latest ad featuring Kendall Jenner.
— AJ+ (@ajplus) April 5, 2017
Here are other brands peddling social justice: pic.twitter.com/BbF7QMSzC0
Now that they've cancelled the campaign perhaps the brand can look at some truly inspiring ones and get their groove back:
