Pepsi released an ad in April 2017 that they believed would be historic. And it was—but for all the wrong reasons.
The ad, featuring Kendall Jenner, was intended to promote a message of peace and unity. Instead, it sparked one of the biggest marketing controversies of the decade. In 24 hours, Pepsi removed the ad and apologized publicly. But by then, the harm had been done. So, what went wrong? And what can brands learn from this fiasco?
A Protest, a Celebrity, and a Can of Pepsi group of young people is walking down the street. They’re holding signs that say vague things like “Peace” and “Join the Conversation.” The atmosphere is cheerful, with no tension—in fact, plenty of smiling faces and a good-vibes-only feel overall.
Then comes Kendall Jenner, a supermodel who is in the midst of a glamorous photo shoot. She sees the protest, removes her blonde wig, wipes off her lipstick, and joins in. As the march approaches a line of police officers, Kendall boldly approaches one of them and offers him a can of Pepsi. The officer drinks from it, and in an instant, the crowd cheers. Peace is restored. The world is happy. Or at least, that’s what Pepsi hoped would happen.
Why Did the Ad Fail?
Pepsi tried to be a brand that is about social harmony. But rather than being hailed as a marketing genius, the commercial was criticized as insensitive, tone-deaf, and out of touch. Here’s why:
1. Minimizing Real Struggles
The commercial came out when there were protests against police brutality and racism going on all over the world. Most people instantly recognized a similarity with real-life movements such as Black Lives Matter. The issue? In real life, protests tend to be followed by violence, not complimentary sodas and friendly cops. By depicting a protest as an easy and humorous thing, Pepsi minimized the issues that activists deal with on a daily basis.
2. The Wrong Messenger
The second big problem was the selection of Kendall Jenner as the face of the advertisement. Although Jenner is a well-known celebrity, she had no reported affiliation with activism or social justice causes. To some, it appeared that Pepsi had selected a rich, privileged model to act as a peacemaker in a scenario that she had never lived through personally. This made the ad seem insincere—just like Pepsi was exploiting social causes for the sake of selling a product.
3. The Shortfall of Cultural Sensitivity
When brands touch on social issues, they need to be extremely careful. Every detail matters—who is involved, how the message is framed, and whether it genuinely aligns with the brand’s values. Pepsi’s mistake was treating activism as just another trend, rather than understanding its significance. Had they consulted people involved in real activism, they might have realized how problematic the ad was before releasing it.
4. The Fallout: Damage Control and Apologies
The moment the ad was released, social media exploded with criticism. People accused Pepsi of exploiting protests for profit. Memes, tweets, and think pieces flooded the internet. Even celebrities and activists spoke out against it. Realizing the outrage, Pepsi took the ad down and released a statement: “Pepsi was attempting to convey a message of global unity, peace, and harmony. Clearly, we fell short, and we apologize.“
While the apology was necessary, the controversy had already hurt Pepsi’s reputation. It was a textbook example of how one bad campaign can create a PR disaster overnight.
So, what can brands learn from Pepsi’s misstep?
Authenticity is Everything
If you’re looking to align your brand with social causes, you must do so sincerely. That is, support genuine change, not cause advertising as a publicity stunt.
Prior to the launch of a campaign, brands should ask themselves: “Are we contributing meaningful value to this discussion, or are we simply appropriating it for attention?”
Diversity in Decision-Making Matters
One of the largest questions individuals asked following the Pepsi debacle was: “Who sanctioned this?” If there had been a diverse group of decision-makers—individuals with firsthand knowledge in activism—someone would have caught the flaws in the ad before it went live.
Listen Before You Act
The greatest brands don’t lecture—they listen. Brands that want to tackle social issues need to listen to the people affected by them first. This involves consulting activists, communities, and experts to make sure their message is respectful and significant.
Overall, Pepsi’s Kendall Jenner ad is a perfect example of how not to approach cause-based marketing. It reminds us that consumers today expect brands to be socially responsible, but they also demand sincerity and awareness.
Marketing isn’t just about selling—it’s about connecting. And when brands fail to understand the people they’re trying to connect with, the result can be a costly mistake.
For businesses that want to make a difference, the message is clear: Stand for something authentic, or don’t stand at all.