• by Deb Gabor , Op-Ed Contributor, April 7, 2017

If you thought the Kendall Jenner-led Pepsi ad was in poor taste, you're not the only one. In a celebrity world in which many think "there's no such thing as bad publicity," this is the very example of such for both Pepsi and, unfortunately, Jenner. Pepsi and other sugary drink and snack food brands have been thrust into the spotlight because of their apparent negative impact on consumer health, and these brands are reaching to tie themselves to bigger themes and transcendent stories to bring renewed attention to their brands. 

In Pepsi's case, the practice backfired … in a big way. Pepsi's spot depicts a whitewashed, inauthentic version of the real-life experience of protests, completely glossing over the significance of what brought people to the streets in the first place. In an environment where consumers are placing increasing value on honesty and reality in an effort to deflect the post-truths that have become commonplace, Pepsi missed an opportunity to demonstrate a grounded understanding of what's really on consumers' minds today. 

Just as newsworthy trends and what we see unfolding on our TVs and the Internet have the power to unite us, so do brands and how we experience them. This poorly conceived and executed 2:39 short film did rally and unite us but only in our disdain for Pepsi’s spurious attempt to hitch itself to a market-level conversation. Like Pepsi, brands often use storytelling techniques to stir up feelings in their customers. They wave flags and take up the causes that are near and dear to their customers’ hearts to demonstrate they align with customers' values. This is one of the essential methods brands use to bond with their customers.

But brands need to exercise caution and stay “real" in their depiction of actual human experience or risk being seen as attempting to profit from others’ pain. Pepsi experienced widespread criticism for trivializing the true human experience of protests — borrowing gratuitously from the #BlackLivesMatter movement and other modern civil rights demonstrations. While their stated intent was to "project a global message of unity, peace and understanding,” their impact was quite the opposite.

Many brands align with celebrities and paid spokespeople to increase awareness and demonstrate credibility for their brands. Pepsi’s alignment with Jenner for this spot was likely designed to breathe new life into the brand by making it relevant to a new generation of consumers — many of whom identity with Kendall Jenner’s persona and aspire to be like her. In the right setting, this practice might succeed. However, with her appearance in Pepsi’s protest spot that seemed to suggest that all of our differences could be resolved over a soda, Kendall Jenner may have been collateral damage in Pepsi’s shot to its own foot.