From then on Pepsi ad, a Twitter user joked, darkly, that Kendall Jenner was on a charter flight to Syria, with a can of Pepsi at hand.
Image credit: YouTube
For believers of this old adage that publicity is good publicity, Pepsi certainly got its money worth the other day. The focus, of course, was that now infamous, now-deleted protest-themed commercial featuring Kendall Jenner.
Pepsi Ignites Outrage With Kendall Jenner Ad
The ad showed Jenner acting the part of peacekeeper throughout a "Black Lives Matter"/"Resistance"-style protest. In the ad, Jenner hands a can of soda to a riot-police officer to create things well, okay. The ad apparently designed to evoke images of unity, but instead oversimplified protest movements. Critics of the ad accused Pepsi of distorting complex police and community relations and suggesting that such problems could possibly be solved by something as simple as a white celebrity, and a soda.
Social media, meanwhile, went crazy. Pepsi had certainly gotten its name out there, however, not in the manner it had intended: Featuring its brand linked to hot-button terms like "Syria," World War II" and "boycott" within the resulting social media blitz probably sent company ad exes scrambling. Even Saturday Night Live took on the Pepsi ad in a scathing skit.
According to international social media analytics firm Talkwalker, there have been a lot more than 2.7 million mentions of Pepsi in social media during the past week.
As the top social post was Jenner’s own promoting the ad (and since deleted), with an increase of than 2.5 million likes, today’s trending posts are employing hashtags like #PepsiGate, #BoycottPepsi and #PepsiLivesMatter and appearance similar to this Tweet.
The politically-charged ad attracted both sides of the spectrum, with discussion centered on the irony, as you tweeter described, that the ad received more attention compared to the horrific gas attacks in Syria.
Additionally, several posts parodied the ad with the news headlines of your day, with the name Trump trending since it is mentioned regarding the Pepsi a lot more than 77,000 times. One Twitter user joked, darkly, that Kendall Jenner was on a charter flight to Syria, with a can of Pepsi at hand.
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On her behalf part, Jenner spoke out about her part in the controversy. A National Post (a Canadian publication) Facebook post discussed Jenner apparently feeling traumatized over the backlash following controversy. The 25,000-plus comments mounted on the post show that maybe Jenner must have continued to lie low being that they are uniformly negative about her and Pepsi.
And . nothing could be stronger than this tweet from Bernice King, youngest daughter of the Rev. Martin Luther King, Jr.: "Only if Daddy could have known about the energy of #Pepsi," she wrote.
Prior to making the sort of major-league mistake that Pepsi made, every entrepreneur may take a few great lessons from the business’s approach to its marketing campaign:
If Pepsi had created the ad in-house, perhaps another agency may have provided some needed perspective about creative choices and the implications of the ad based on the Black Lives Matter movement.
Someone somewhere could have a screenshot of your Tweet, so there is absolutely no value in tweeting and deleting since it will come back again to haunt you. The very best advice is to pause and consider all circumstances before you tweet.
If you’re likely to be active on social media, ensure that you consider the kinds of responses you will receive to your tweet or Instagram post. Tell you the scenarios in your thoughts before you hit send.
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When you make a blunder, accept responsibility. Don’t compound the damage by making excuses or continuing to create to social media. When Nivea recently ran a "White is Purity" campaign and was confronted with swift backlash on social media, the business stuck wiith one apology across platforms: "That image was inappropriate rather than reflective of our values as a company," it said. "We deeply apologize for that and also have removed the post."
Nivea stayed on message, repeated the apology and offered no more explanation regarding the thought progress behind the campaign involved. Then it returned to discussing lotion.
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