Kendall Jenner’s Pepsi ad canned
Reality star also receives apology
Pepsi announced Wednesday that it’s pulling its new TV ad depicting reality star Kendall Jenner leaving a modeling shoot to join a protest march after criticism that it was insensitive.
The commercial, which was unveiled on Tuesday, showed Jenner yanking off a blonde wig to reveal her dark mane and wiping off her makeup before joining the protesters. She hands a can of Pepsi to one of the police officers standing guard, which makes him smile. The marchers then turn joyous.
People took to social media to say it mocked protests against police violence.
“Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make
light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position,” Pepsi said in a statement.
The Jenner ad, called Jump In, captures the spirit and actions of those people that jump in to every moment,” the company said when it was unveiled. “( It) takes a more progressive approach to truly reflect today’s generation and what living for now looks like. Kendall is the latest in an impactful line- up of global icons to work with Pepsi and she exemplifies owning ‘ Live For Now’ moments.”
In addition to consumers, companies chimed in to chastise Pepsi.
“Clearly the soda and bottled- water industry will stop at nothing to sell products, even making light of harsh realities, fears and prejudices that citizens face every day,” said CEO Daniel Birnbaum of SodaStream, a company that makes home carbonated water kits.
Pepsi could not be reached for further comment.
Pepsi, which had a difficult 2016 with its brand value dropping by 4% to $ 18.3 billion, could face further losses in the value and strength of its brand as a result of this ad.
Earlier this week, the skincare company Nivea apologized for a deodorant ad.