In the realm of consumer PR, even the most well-established brands can find themselves in hot water when their messaging misses the mark. One of the most glaring examples of a PR blunder in recent history is Pepsi’s ill-fated ad campaign featuring Kendall Jenner, which aired in 2017. What should have been a celebration of unity and peace turned into a PR disaster that triggered widespread backlash and highlighted the dangers of tone-deaf communication.
The ad, which was meant to promote Pepsi as a symbol of peace and social harmony, instead trivialized social justice movements, particularly Black Lives Matter, and demonstrated a profound lack of understanding of the issues it attempted to engage with. In the eyes of many, the campaign showed a complete disregard for the serious work done by activists fighting for racial justice, and instead used the imagery of protest to sell sugary beverages. The ensuing backlash was swift, and Pepsi was forced to pull the ad and apologize for its misstep.
This case serves as a textbook example of how not to handle consumer PR, particularly when it comes to sensitive social issues. In this op-ed, we will examine the details of the Pepsi-Kendall Jenner ad debacle, explore how the campaign went wrong, and discuss the key lessons that businesses should take away to avoid similar mistakes in their own PR efforts.
The Campaign’s Concept: Trying to Be Relevant, but Failing Miserably
The Pepsi ad featured supermodel Kendall Jenner leaving a photoshoot to join a protest march. After a tense moment of eye contact with a police officer, she hands him a can of Pepsi, leading to cheers from the crowd and an abrupt resolution to the tense protest. The campaign was intended to show how Pepsi could bring people together and offer an image of hope, unity, and peace in times of division.
On paper, the concept seemed innocent enough: a young, trendy model engaging in a social movement that promotes harmony and solidarity. But the problem arose in the execution—particularly in the way it portrayed real-world protests. The imagery of Jenner stepping in with a can of Pepsi as the solution to police and protester tension was both tone-deaf and superficial, reducing complex social justice movements to a momentary, consumer-friendly slogan. It suggested that the real solution to systemic issues like police violence and racial inequality could be as simple as drinking a Pepsi.
The ad took direct inspiration from real-life protests, including the Black Lives Matter movement, which seeks to address police brutality and racial discrimination. However, by linking such a serious issue with a commercial product, the campaign seemed to trivialize these very real struggles, turning them into a moment of spectacle and entertainment. Instead of using its platform to encourage critical reflection or understanding, Pepsi reduced the entire movement to a feel-good moment, perpetuating the stereotype that consumerism could solve deep-seated social problems.
The Public Backlash: From Criticism to Public Apology
The backlash to the ad was swift and intense. Social media users quickly pointed out how the ad co-opted the imagery of protests, using it to sell a product without acknowledging the real pain and struggle involved. Activists and public figures alike expressed their outrage, accusing Pepsi of using social justice as a marketing tool. For many, the ad felt like an exploitation of racial tensions to sell soda, and it sparked debates about the boundaries between activism and commercialism.
Critics were quick to highlight the racial implications of the campaign. The ad’s decision to cast Kendall Jenner, a white supermodel, as the hero of the protest—a figure who solves the tension by handing over a can of soda—was seen as problematic. The ad, unintentionally, reinforced the narrative that the voices of marginalized groups, particularly Black activists, were not central to the story of social justice. Instead, it placed a privileged figure at the center of the narrative, creating a sense of tone-deafness regarding the lived experiences of the people whose struggles the ad sought to portray.
The reaction was so negative that Pepsi was forced to pull the ad and issue a public apology. The company’s statement attempted to acknowledge the missteps, with a spokesperson saying, “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize.”
While the apology was swift, it did little to undo the damage to Pepsi’s brand image. The incident became a classic example of how not to approach consumer PR in an era where cultural sensitivity and awareness are paramount. For a brand as large as Pepsi, it was a stark reminder that in the pursuit of trendy, “edgy” marketing, a company must always be mindful of the context in which its messages are received.
Lessons Learned: The Importance of Cultural Sensitivity and Authenticity
The Pepsi-Kendall Jenner ad serves as a cautionary tale for all companies engaged in consumer PR, particularly those seeking to tap into social justice or activism in their marketing. One of the biggest lessons to take away from this debacle is the need for cultural sensitivity. When brands attempt to address social issues in their PR campaigns, they must do so with an understanding of the history, pain, and significance of the movements they are referencing.
Instead of attempting to capitalize on these movements for commercial gain, companies should prioritize authentic engagement with the causes they wish to support. Authenticity is key to ensuring that PR campaigns resonate with the public and do not come across as exploitative or opportunistic. If a brand does not have a genuine commitment to social justice, it risks being perceived as “performative” or “insincere.”
Additionally, brands need to be careful about who they choose to represent their messaging. In the case of the Pepsi ad, casting Kendall Jenner—a privileged figure with little direct connection to the struggles of marginalized communities—only reinforced the perception that the campaign was out of touch. Moving forward, companies should involve real activists, communities, and stakeholders when addressing issues related to social justice, ensuring that their messaging comes from a place of respect and understanding.
The Pepsi-Kendall Jenner ad serves as a powerful reminder that even the most sophisticated consumer PR campaigns can backfire if they are not executed with care, awareness, and empathy. The ad’s failure was not just a blip on the radar; it became a textbook example of what happens when brands fail to truly understand the cultural and social context of their marketing efforts. In the future, companies must take extra precautions when dealing with sensitive issues, ensuring their campaigns are respectful, inclusive, and authentic. Failing to do so can lead to significant brand damage, public backlash, and an erosion of consumer trust
