Pepsi

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Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961.

Kendall Jenner's Pepsi ad

An image from a Pepsi ad posted on YouTube, starring Kendall Jenner and featuring the song “Lions” by Skip Marley. Credit. Pepsi Global, via YouTube.

The ad, presented on YouTube on, shows alluring young peope holding milquetoast signs with vague pelase like “Join the conversation.”" The protesters are consistently grinning, chuckling, applauding, embracing and high-fiving. In the climactic scene, Kendall Jenner is seen partaking in a photograph shoot and gets diverted by a gathering of rpotesters. She chooses to go along with them, and around the end, encounters an unconcerned cop. She offers him a Pepsi and he accepts the beverage with a thankful smile.

Criticism

The ads was quickly reprimanded for appropriating the Black Lives Matter movement and using social justice to sell soda.

The imagery was moreover thought by some to be appallingly resembles the photos of Ieshia Evans, a protestor who was limited by law enforcemen while protesting in Baton Rouge following the shooting death of Alton Sterling at the hands of police[1]

Reporters via online media blamed Pepsi for appropriating symbolism from genuine fights to sell its item, while limiting the risk protesters experience and the dissatisfaction they feel. While Elle Hearns, texecutive director of the Marsha P. Johnson Institute and formerly an organizer for Black Lives Matter, said the ad plays down the sacrifices individuals have truly taken in protests.  “No one is finding joy from Pepsi at a protest,” she said. “That’s just not the reality of our lives. That’s not what it looks like to take bold action.”[2]

Clarification

Pepsi Clarification regarding the ad on Twitter.

Pepsi has apologized for a disputable ad that borrowed symbolism from the Black Lives Matter movement, following a day of serious criticism from people who said it downplayed the boundless fights against the killings of black people by the police.

“Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark and apologize,” the company said in a statement. “We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.”[3]

In a statement to CNN, Pepsi said: "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 import message to convey."

Kendall Jenner has not weighed in on the backlash.

References

  1. Gonzalez, Sandra (2017). Kendall Jenner's Pepsi ad sparks backlash. Retrieved on December 25, 2020.
  2. Victor, Daniel (2017). Pepsi Pulls Ad Accused of Trivializing Black Lives Matter. Retrieved on December 25, 2020.
  3. Victor, Daniel (2017). Pepsi Pulls Ad Accused of Trivializing Black Lives Matter. Retrieved on December 25, 2020.