Today we discussed the campaign “PEPSI – LIVE FOR NOW”, an example of ineffective and controversial adv campaign.
- Air-time: 4 April 2017
- Idea platform: The campaign suggests that the power of Pepsi will mend opposing sides and create peace
- Controversy: Backlash all over US, accused of trivializing Black Lives Matter movement
- Effects: Pepsi had to cancel the campaign and apologize to the public and also Kendall Jenner testimonal
- TAKEAWAY LESSONS:
1.SOCIAL MOVEMENTS: Share their values, do not try to sell yours
2.TARGET AUDIENCE: know your target market and include them in the conversation