• Ad Age , Friday, December 5, 2008 10:46 AM

Blogger Chris Abraham writes about a personal apology emailed to him by B. Bonin Bough, director-social and emerging media at PepsiCo, in response to a post on Twitter about the Pepsi ads that show a calorie committing suicide.

"I saw your tweet and I just wanted to make sure I responded personally," Bough writes. "We agree this creative is totally inappropriate; we apologize and please know it won't run again .... My best friend committed suicide and this is a topic very close to my heart. So again I offer my deepest apologies.

Abraham is satisfied with the response and the speed with which it came. "I think this was a very bold and risky maneuver and worthy of praise rather than a tarring and feathering," he writes. Some commenters, however, take a different tack. "That's awesome to get an apology, but shouldn't any apology for that be directed to the public as a whole, perhaps with a fresh set of ads with a clue?" writes one.

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