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 ad was immediately blamed for appropriating the Black Lives Matter movement and utilizing social justice to sell soda.

The symbolism was additionally thought by some to be dreadfully resembles the photographs of Ieshia Evans, a protester  who was confined by law enforcement while protesting in Baton Rouge following the shooting death of Alton Sterling at the hands of police.[1]

Commentators on social media accused Pepsi of appropriating imagery from serious protests to sell its product, while minimizing the danger protesters encounter and the frustration they feel. While Elle Hearns, the executive director of the Marsha P. Johnson Institute and formerly an organizer for Black Lives Matter, said the ad plays down the sacrifices people have historically taken in utilizing 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 controversial advertisement that borrowed imagery from the Black Lives Matter movement, after a day of intense criticism from people who said it trivialized the widespread protests 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 on Wednesday. “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.