It didn’t take long for Pepsi’s recent attempt to heal matters of unrest via carbonated beverage to fail. In fact, it took less than a day. Unless you are living under a rock, you couldn’t have missed the release of Pepsi’s latest ad. It’s a two-and-a-half minute spot from its in-house creative team, Creators League Studio, featuring Kendall Jenner as a model who leaves work to join a protest.
The spot is part of a new campaign, “Live for Now,” which is about celebrating life’s “Live for Now” moments, according to a press release.
Reception to it has not been tragic, as many see a major corporation co-opting a political movement against the current administration, and co-opting Black Lives Matter, to sell soda.
At first, the company stood by the spot, arguing, “This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that’s an important message to convey.”
This morning, they changed their minds.
“Pepsi was trying to project a global message of unity, peace and understanding,” the brand said in a statement. “Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”
So, what went wrong, exactly? How could a company such as Pepsi fail so miserably in this day and age? This article explains the horror beautifully, stating, “This is what happens when you don’t have enough people in leadership that reflect the cultures that you represent,”
The spot continues to live online. If you haven’t see it as yet, and care to be annoyed, have a looksee: