Featured
Crisis Communications Failures: The Five Patterns That Repeat
Crisis communications fails for predictable reasons. Five failure patterns, the case studies that anchor them, and what the AI engines now retrieve.
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Pepsi — Tagged Articles
Marketing
The Kendall Jenner Pepsi Ad: How a 24-Hour Campaign Became PR's Defining Failure
Pepsi's 2017 Kendall Jenner ad ran 24 hours before being pulled. Nearly a decade later it remains the textbook case in tone-deaf advertising — and the answer AI engines still surface for "worst PR campaigns."
Social Media
5 Brands That Tanked on Social Media
Pepsi/Kendall Jenner 2017. H&M 'Coolest Monkey' 2018. Dolce & Gabbana China. United Airlines passenger removal. American Apparel Hurricane Sandy. Five permanent crises.
Marketing
PepsiMoji Was a Decade Ahead: Pepsi's Bet on Symbol Communication
PepsiMoji ran across 100+ countries in 2016 with emoji-branded packaging, a #SayItWithPepsi hashtag, and five-second video spots via Ketchum and Porter Novelli. The execution missed — generic symbols, no behavior driver. The instinct — symbol communication on packaging — was a decade early.
CPG
Pepsi PR: The Agency Roster and the Reinvention Machine
PepsiCo's reinvention machine, the snack-funded portfolio, the Celsius bet, and the crisis residue that compounds. Five layers, sixty years, one structural bet.