Pepsi and Kendall Jenner's New Commercial Uses Activism to Sell Soft Drinks
Michael Hines — April 5, 2017 — Marketing
References: pepsi & huffingtonpost
Pepsi and Kendall Jenner have teamed up for a new ad themed around the recent political and social turmoil in the U.S. The "Live For Now Moments Anthem" features the young model and socialite joining a protest march, abandoning a streetside photoshoot in the process. Jenner is joined by a few other young people who abandon their art and music to join the movement. The video ends with Jenner handing a cop a can of Pepsi. He drinks it and the crowd erupts into cheers.
Pepsi and Kendall Jenner have been catching flack over the ad, which the soft drink company calls a "short film," for its apparent commercialization of activism. The ad is not overtly political, as the signs shown feature no slogans and the crowd isn't chanting. It'll be interesting to see how Pepsi and Jenner respond, and whether or not this negative reaction derails future "Live For Now Moments" commercials.
Pepsi and Kendall Jenner have been catching flack over the ad, which the soft drink company calls a "short film," for its apparent commercialization of activism. The ad is not overtly political, as the signs shown feature no slogans and the crowd isn't chanting. It'll be interesting to see how Pepsi and Jenner respond, and whether or not this negative reaction derails future "Live For Now Moments" commercials.
Trend Themes
1. Activism Marketing - Brands using social and political issues to sell their products, presenting a disruptive innovation opportunity to engage with socially conscious consumers.
2. Authenticity in Advertising - The demand for genuine and relatable messaging in advertisements, creating an opportunity for brands to connect with consumers on a more personal level.
3. Brands Responding to Public Backlash - The need for companies to address negative reactions to their marketing campaigns and adjust their messaging accordingly, providing an opportunity for brand redemption and rebuilding trust.
Industry Implications
1. Beverage Industry - Soft drink companies exploring ways to align their products with social and political causes, offering a disruptive opportunity to differentiate themselves in a competitive market.
2. Advertising Industry - Ad agencies developing strategies to create authentic and impactful advertisements that resonate with consumers, challenging traditional advertising approaches.
3. Public Relations Industry - PR firms assisting brands in crisis management and reputation repair following public backlash, opening avenues for innovative communication and strategy development.
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