In 2017, Pepsi released an advertisement titled "Live for Now," featuring Kendall Jenner. The ad was intended to convey a message of unity and peace, but it quickly became a subject of intense criticism. Many accused Pepsi and Jenner of trivializing serious social justice issues, particularly those related to the Black Lives Matter movement and police brutality. The backlash was swift and significant, leading to the ad being pulled shortly after its
release.
The Ad's Content and Intent
The "Live for Now" ad was designed to appeal to millennials by projecting a global message of unity, peace, and understanding. It featured Kendall Jenner and the song "Lions" by Skip Marley. The ad begins with an Asian cellist on a rooftop, while outside, a diverse group of young people are seen marching with signs promoting peace and love. Jenner, initially seen at a photoshoot, joins the march after being encouraged by the cellist. The climax of the ad occurs when Jenner hands a can of Pepsi to a police officer, leading to cheers from the crowd.
PepsiCo's intention was to create a feel-good message that resonated with young people. However, the execution was perceived as tone-deaf, especially in the context of ongoing protests against racial injustice and police violence. The imagery of Jenner handing a Pepsi to a police officer was seen as an oversimplification of complex social issues.
Public Reaction and Criticism
The public reaction to the ad was overwhelmingly negative. Critics argued that the ad co-opted the imagery of social justice movements for commercial gain. The scene where Jenner hands a Pepsi to a police officer was particularly criticized for its resemblance to real-life protest images, such as the iconic photo of Iesha Evans standing before police in Baton Rouge. Many felt that the ad minimized the seriousness of the issues it appeared to reference.
Prominent figures, including Bernice King, daughter of Martin Luther King Jr., voiced their disapproval. King tweeted, "If only Daddy would have known about the power of #Pepsi," highlighting the absurdity of the ad's message. The backlash was so severe that Pepsi issued an apology, stating that they did not intend to make light of serious issues and that they were halting further rollout of the ad.
The Aftermath and Cultural Impact
The controversy surrounding the "Live for Now" ad had lasting effects on both Pepsi and Kendall Jenner. Pepsi's brand image was tarnished, and the company faced questions about its commitment to social justice causes. Marketing experts noted that Pepsi's lack of history in promoting social justice contributed to the backlash.
Kendall Jenner, who had no involvement in the ad's creative process, was also affected. She faced criticism for her participation, with many questioning her understanding of the issues depicted. Jenner later expressed regret for her involvement, stating that she never intended to hurt anyone.
The ad's failure became a cautionary tale in the advertising industry, illustrating the risks of attempting to capitalize on social movements without a genuine understanding or commitment to the causes involved.
