Pepsi-Gate

Pepsi released then retracted and ad called “Jump In”, depicting Kendall Jenner as the symbolic figure of an entire movement and social cause.

Wait what! Kendall Jenner!!!! The Kardashian sister, model, slash daughter of transgender Bruce! When did she become this generation’s role model? I just saw her strut her stuff in the Victoria’s Secret yearly fashion show, then in Calvin Klein ads in her undies, oh ya Fendi, Estee Lauder, Marc Jacobs, La Perla and so on.

Pepsi’s ad campaign disaster was not so much in what they were trying to show or do, but mostly in the execution of how and with whom.

           If you take the time and view the entire nearly 3 minute long spot, you will see that the ad itself starts with a decent amount of generic and faint attempts at trying to join the “#resist” movement, with quick Under Armor like close up shots showing the challenges and frustrations our youth faces today, in the Trump era. Visuals of diversity, brotherhood, anger and all the demographics you can squeeze in. The cool but cliché, David Guetta like empowering music by Bob Marley’s son, fits the subliminal brand message Pepsi has been using with their “ LIVE FOR NOW” campaign, as well as injected branding colors and designs you would expect in any other soda or beer ad. After all it’s a soda ad from the same company that had Cindy Crawford coming out of a Ferrari and making two boys reach puberty in the 90’s.

           Where Pepsi missed the mark was in the fact that they tried to say and show too much. The ad not only tries way too hard to be cool, but it also packs in as many confusing visuals and messages into one idea. Little bit like a certain you know whose 5 a.m. Twitter rant, or a bad Saturday Night Live parody ad. The location scenes look fake and badly staged, with everyone wearing Gap-like clothing marching in what looks like downtown Miami or some Universal Studios sitcom back lot. The extras used in the protest scenes, look like well extras. At least they could have made the signs a little bit more genuine, rather than generic branded and repetitive peace signs. Even the handsome, non-threatening police force looks wrong and badly cast. What was the casting call sheet description: Beautiful people aged between 18 and 25? If you do not have previous modeling experience do not apply?

Looking at beyond the “missed marked” apology letter Pepsi used in their retraction, the convoluted storyline, the complex quick cut visuals and the bad casting decisions, all contributed to the misguided and fall out to the Pepsi ad. I truly believe Pepsi as a brand had the right intentions or at least they wanted to seem as if they have joined in the cultural anger movement. Yet the poor execution, lack of authenticity, plus the fact that maybe this was done by their In house agency without any filters or at least gut check process some ad agencies have, all set the stage for being called “Tone Def” or this years worst ad. By the way, the year is still young.

           What I’m most disappointed at, is the fact that brands like Pepsi and many others, have been speaking about accountability, authenticity, and transparency. Especially when we have the leader of our country accusing everyone and everything to be Fake News, or making up conspiracy theories and bullying everyone who disagrees with him or his policies. Brands like Pepsi, Under Armor amongst others have to grow up, stay true to who they are and above all else reach their consumers in much more creative ways, than swiping through social media outlets and pick the most followed, viewed or tweeted celebrity. Pepsi will recover from this blunder, learn and move on, like so many other brands have. Our social media appetites to “Jump In” is large and hungry with smarter consumers who are more involved than before and always on the look out for the next misstep or opportunity to voice their next Gifs or angry and disappointed Emojis.