🥤 If only Daddy would have known about the power of #Pepsi.

Hello, it's Sam!

Have you watched The Boys? It’s a show where superheroes exist, but they’re not exactly heroes.

In one episode, A-Train is shooting a commercial, posing for a photo shoot, when he notices a protest passing by. He casually joins in and then hands a cop an energy drink like that somehow fixes everything.

This scene is a parody of Pepsi’s infamous 2017 ad with Kendall Jenner. Today, we’re breaking down how Pepsi thought a soda could solve a protest and why it failed spectacularly.

🥤 Live for Now

In 2012, Pepsi started a new campaign called "Live for Now." They wanted to attract younger people by showing how exciting and fun their brand was. At first, it worked great - they had famous people in their ads, played cool music, and were all over social media.

But in 2017, everything went wrong when Pepsi released an ad featuring Kendall Jenner. At a time when the Black Lives Matter movement was gaining momentum, protests against police brutality were happening across the U.S. Instead of addressing these real issues, Pepsi's ad turned activism into a marketing stunt.

In the ad, Kendall is in the middle of a photoshoot when she notices a protest happening outside. The crowd carries signs with vague messages like "Join the Conversation," "Peace," and "Love." Inspired, she removes her blonde wig, wipes off her lipstick, and joins the protesters.

As the group approaches a line of police officers, Kendall confidently walks up to one, hands him a Pepsi, and as he takes a sip, the crowd erupts in cheers—implying that a soda just solved the protest.

People hated this ad so much that Pepsi had to take it down after just one day. They tried to make their brand look socially aware, but instead, they just made people angry.

🤷🏻‍♀️ Why Did People Hate It?

The original 2012 campaign was successful. It featured big stars like Beyoncé, Nicki Minaj, and One Direction, reached over a billion people, and made young people excited about Pepsi. They did this through Celebrity endorsements, Fun social media content, Live music events, and A message that felt real and energetic.

But the 2017 ad with Kendall Jenner was a huge mistake. It tried to use serious protests as a cool backdrop for selling soda. The scene where Kendall gives a Pepsi to a police officer is especially offensive because it makes it seem like real-world protests and conflicts could be solved with a soft drink.

The backlash was quick and harsh.

Social media exploded with criticism, and #PepsiAdFail started trending worldwide. Martin Luther King Jr.'s daughter, Bernice King, even made fun of the ad on Twitter.

She posted a picture of her father facing police officers and wrote, "If only Daddy would have known about the power of Pepsi."

The company apologized and pulled the ad within 24 hours.

The main problem? Pepsi had never really cared about social justice before. So when they suddenly tried to use it to sell soda, people saw right through it.

🙅‍♀️ How Do You Avoid This?

Pepsi's mistake teaches us valuable lessons about how brands should handle social issues in their marketing. Here's a detailed guide on how to create campaigns that connect with people instead of causing backlash:

1. Understand the Movement Before You Engage

Social activism comes from real people fighting for real change - it's not just another marketing trend to use in ads. Your brand needs to take time to research everything about the movement - its history, why it matters, and how it affects people.

This means working closely with experts who understand the movement deeply and connecting with activists and community members to make sure your message respects what they're fighting for.

2. Authenticity Matters - Don't Just "Borrow" a Cause

People are smart - they can tell when a brand truly believes in something versus when it's just trying to look good. Support causes that match what your company stands for, not just what's popular right now. Don't use activism just to make your brand look cool.

If your company hasn't supported social justice before, start by building trust through real, long-term support before making ads about it.

3. Choose Your Spokesperson Carefully

Picking the wrong person to represent your campaign can ruin it completely. Using a celebrity who has no connection to the cause makes your message feel fake. Instead, work with people who fight for the cause - like activists, community leaders, or people directly affected by the issues. Make sure whoever represents your brand understands and cares about the movement deeply.

4. Test Your Campaign Before Launching

Getting different perspectives can help you spot problems before they become public mistakes. Show your ad to diverse groups of people, especially those from communities your ad talks about. Ask them how the message might be misunderstood. Most importantly, listen to their concerns and make changes before releasing the ad.

5. Don't Oversimplify Complex Issues

Social problems are complicated and can't be solved with simple solutions. Recognize that real change takes more than just symbols or products. Instead of pretending your brand can fix everything, show how you're helping. Focus on real actions like partnering with organizations, making donations, or changing company policies to make a difference.

6. Be Ready to Listen and Adapt

When people criticize your campaign, don't get defensive or try to justify mistakes. Listen carefully to what people are saying about your message and make real changes based on their feedback. Show that you're serious about learning and improving through actual changes, not just words. Remember that people will respect your brand more if you honestly admit mistakes and work to fix them.

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