Pepsi pulls out global ad saying that it ‘Clearly missed the mark’

06 April 2017

 

Pepsi’s latest global advertisement featuring Kendall Jenner which carried social and political undertones received negative backlash online forcing the company to pull out the ad and issue an apology yesterday. 

In the advertisement, launched on Tuesday, Kendell Jenner is seen to leave midway through her photo-shoot session to join a group of protesting youths. Playing the role of a peacemaker Kendall walks up to a stoic police officer and hands him a can of Pepsi, the officer accepts the drink with a smile and the group of protesters cheer.

Although it was not explicitly said, the advertisement relates back to the ongoing Black Lives Matter movement in America which protests against violence and racism towards the African-American community. The advertisement became a controversial issue with major news outlets and netizens accusing Pepsi of taking the chance to promote their product using a serious issue faced by the community.

Elle Hearns, executive director of the Marsha P. Johnson Institute and formerly an organiser for Black Lives Matter told The New York Times that the ad “plays down the sacrifices people have historically taken in utilising protests.” “No one is finding joy from Pepsi at a protest,” she said. “That’s just not the reality of our lives. That’s not what it looks like to take bold action.” 

Following the backlash, Pepsi issued an apology stating, “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark and apologise,”

“We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.” 
 
For those of you who have yet to watch the ad check it out below: 

 

 
 
 
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