Overview
In 2017, Pepsi released an ad featuring Kendall Jenner that attempted to tap into the energy of protest movements and youth activism, but instead became one of the most criticized advertising missteps in recent history. The spot was accused of trivializing serious social justice movements, particularly Black Lives Matter, and sparked a global backlash that forced Pepsi to withdraw the ad within 24 hours. The case is now a touchstone example of how cultural appropriation, tone-deaf messaging, and lack of stakeholder input can undermine a brand’s credibility.
Context and Events
The ad, released in April 2017, depicted Kendall Jenner leaving a modeling shoot to join a cheerful protest march filled with young, diverse participants holding vague “unity” signs. In the climactic moment, Jenner hands a can of Pepsi to a police officer, who accepts it and smiles—prompting cheers from the crowd. The imagery echoed real-life scenes of protest, particularly the viral photograph of Ieshia Evans confronting police officers at a Black Lives Matter protest in Baton Rouge in 2016.
Within hours of the ad’s release, social media erupted with criticism. Viewers argued that Pepsi was co-opting the imagery of serious struggles—racial justice, police violence, political protest—while reducing them to a feel-good branding moment. Celebrities, activists, and media commentators joined the backlash, calling the ad tone-deaf and offensive. The volume of negative attention was so overwhelming that Pepsi pulled the ad the next day and issued an apology.
Communication Strategy
Pepsi’s strategy before and after the backlash revealed major gaps in cultural awareness and crisis planning:
- Pre-campaign concept: The ad was designed to resonate with young consumers by linking Pepsi with activism, diversity, and unity—but it lacked direct input from activists or communities engaged in these struggles.
- Imagery and symbolism: By mirroring iconic protest moments, the campaign borrowed legitimacy from social justice movements without acknowledging their context, effectively trivializing them.
- Crisis response: After the backlash, Pepsi moved quickly to remove the ad from all platforms. The company released a short apology, first to audiences (“We clearly missed the mark”) and then to Kendall Jenner, acknowledging the harm caused.
- Internal reflection: Reports after the fact suggested Pepsi reevaluated its creative approval processes and its approach to cultural messaging.
Outcomes
The fallout from the ad was immediate and severe. Pepsi faced widespread ridicule in the press, on late-night comedy shows, and across social media. Brand sentiment plummeted, particularly among younger, socially engaged consumers—the very demographic the campaign was designed to win over.
While Pepsi’s long-term sales impact was limited, the reputational damage lingered, and the ad became a case study in corporate misjudgment. Kendall Jenner also faced personal criticism for her involvement, though much of the focus remained on Pepsi’s brand. The episode served as a cautionary tale for the advertising industry about the dangers of co-opting activism without authenticity.
Lessons Learned
- Cultural sensitivity is essential – Brands must recognize the seriousness of social movements and avoid trivializing or exploiting them.
- Diverse voices prevent blind spots – Campaigns dealing with cultural or political themes require input from stakeholders with lived experience.
- Purpose must be authentic – Aligning with activism requires genuine action and commitment, not superficial symbolism.
- Rapid response can limit further damage – Though reputational harm was done, Pepsi’s immediate takedown prevented the ad from continuing to circulate.
- Test concepts rigorously – Creative work that uses socially charged imagery should undergo rigorous vetting, including cultural, ethical, and stakeholder reviews.
*Content on this page was curated and edited by expert humans with the creative assistance of AI.