With the release of a contentious advertisement featuring model Kendall Jenner in April 2017, PepsiCo encountered a significant public relations crisis. The ad, which was meant to promote Pepsi as a symbol of peace and unity, was widely criticized for being seen as insensitive and exploiting social justice movements. This case study looks at how the advertisement developed, how people reacted, and what happened afterward, as well as what Pepsi and other brands learned from it.
The Commercial:
Concept and Implementation: The advertisement, which went by the name “Live For Now Moments Anthem,” showed Kendall Jenner taking part in a photo shoot before joining a protest march. During the march, she gave a police officer a Pepsi, which got cheers from the crowd. The message of peace and unity was the goal of the advertisement.
Reception and Release: Pepsi delivered the promotion on April 4, 2017, across virtual entertainment and advanced stages. Although it quickly attracted a lot of attention, the response was overwhelmingly negative.
Setting and Timing:
Social Situation: The ad was released at a time of increased social and political activism, with ongoing debates regarding racial injustice, police brutality, and protest movements. The ad was particularly sensitive and susceptible to criticism because of the timing.
Earlier Campaigns: In the past, Pepsi’s marketing strategy had focused on appealing to younger audiences through celebrity endorsements and cultural themes. However, this strategy would be counterproductive in this situation.
Criticism and Backlash:
Sensitivity as perceived:
Taking advantage of Social Movements: Pundits contended that the promotion minimized serious civil rights issues and fights by involving them as a scenery for selling an item. The utilization of a superstar to determine strains with a jar of Pepsi was viewed as shifty and contemptuous of genuine battles.
Public Response: Activists and users of social media quickly condemned the advertisement, accusing Pepsi of commercializing protest and social movement imagery for profit. There was a lot of criticism from users, activists, and media outlets in the backlash.
Particular Criticisms:
The Role of Kendall Jenner: A few pundits felt that Kendall Jenner, a high-profile VIP with no clear association with the issues portrayed, was utilized as a symbolic figure to introduce a shallow answer for well established social issues.
Inappropriate Communication: The message of the advertisement was seen as simplistic and insensitive because it implied that social issues could be resolved with a simple gesture and a soft drink.
Response from Pepsi:
Expression of remorse and Withdrawal:
Reaction Right Now: In light of the backfire, Pepsi eliminated the promotion from its foundation in the span of 24 hours of its delivery. The company apologized to the public, acknowledging that the advertisement failed to convey its intended message.
Kendall Jenner’s statement: Kendall Jenner likewise tended to the contention, communicating lament for being essential for the promotion and accentuating that she didn’t plan to outrage or minimize social issues.
Adjustments and internal assessments:
Examining Marketing Methods: In light of the controversy, Pepsi reviewed its marketing strategies and practices internally. The company wanted to reevaluate its approach to celebrity endorsements and sensitive subjects.
Restoring Confidence: In subsequent campaigns, Pepsi emphasized its commitment to diversity and social responsibility in order to rebuild its brand image and regain consumer trust.
Result for Pepsi:
Reputation of a brand:
Control of Damage: Pepsi’s brand reputation was significantly impacted by the ad controversy. Other aspects of the company’s marketing efforts were overshadowed by negative media coverage and consumer criticism.
Sensitivity Lessons: The incident served as a stark reminder of how crucial it is for marketers to be sensitive to cultural and social norms. Brands were reminded that rather than making superficial gestures, addressing social issues requires a thoughtful and genuine approach.
Implications for the Whole Industry:
Strategies for Marketing: The debate incited a reexamination of promoting procedures across ventures. The way that brands used social issues and social movements in their campaigns became more cautious.
Inclusion and diversity: The incident brought to light the significance of advertising diversity and inclusion. Brands were encouraged to talk to people from different points of view and make sure their messages were respectful and real.
Illustrations Learned:
Genuineness and Awareness:
Genuine Interaction: Social issues should be approached by brands with genuine engagement and a thorough comprehension of the context. A superficial or tokenistic portrayal may backfire and be interpreted as exploitative.
Using a Team Approach: Campaigns can be more respectful and meaningful if they involve people and communities who have firsthand experience with the issues being discussed.
Emergency The board:
Quick Answer: In case of an emergency, a quick and straightforward reaction is vital. Issues should be addressed promptly, errors should be acknowledged, and steps should be taken to avoid problems in the future.
Making Corrections: Involving the discussion as a chance to learn and improve can assist brands with better exploring future difficulties and stay away from comparative traps.
Social Mindfulness:
Understanding Your Target Market: Brands have an obligation to be aware of the social and cultural context in which they operate. For marketing campaigns to be respectful and effective, it is essential to comprehend their audience’s perspectives and sensibilities.
Conclusion:
The controversy over the Pepsi ad featuring Kendall Jenner is a significant illustration of the difficulties associated with modern brand management and marketing. The backlash brought to light the significance of authenticity, cultural sensitivity, and thoughtful social issue engagement. By gaining from this occurrence, brands can foster more deferential and significant advertising methodologies that reverberate with their crowds and contribute decidedly to cultural discussions.
GIPHY App Key not set. Please check settings