Com 225 discussion 5-1 PDF

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As a whole I agree the commercial came across wrong. As far as it being poorly constructed, The inclusion of Kendall Jenner is top. I understand trying to get someone that was trending as a focal point, but with the exception of age, there is no actual comradery to those in the commercial or In my opinion the target audience. Another part of the advertisement that seemed poorly constructed was the blanketed “cause” they were protesting. With the way everything is/was, Pepsi could have taken the initiative to take a cause versus the wide blanket. Because of this I feel the message wasn’t fully clear. These further fuels the misunderstanding that can result from poorly planed and constructed communications. Unintended consequences of the advertisement message was the backlash from social media and their target audience alike. With the widespread disdain for the commercial stock prices of PepsiCo took a dip. All in all, the Pepsi took a hit and didn’t shine as favorable across the audience of choice. Kendall also suffered a backlash as she was attacked in the media, for “knowing better”, and not being “of the people”. Some comments went as far as to say Pepsi should have had black actors instead. The consequences were primarily only thrust upon Pepsi and Kendall though. The criticism of this ad affected the sales for a time, but nothing that Pepsi didn’t rebound from. Pepsi is a global brand so as far a reputation, Ill agree it took a hit, but because it is a beverage company, I feel the reputation is still okay. I didn’t really hear about companies breaking contract with Pepsi over this. As far as brand image, I’m going to say it didn’t really affect it that much. Sure, there was a black eye, but when you talk of the Global beverage brands Coke vs Pepsi will always be 1 vs 2. No change there.

References Case study: PepsiCo & Kendall Jenner's controversial commercial. astute. (2020, February 21). Retrieved November 26, 2021, from https://astute.co/pepsi-kendall-jenner-commercial/. Watercutter, A. (2017, April 5). Pepsi's new Kendall Jenner ad was so bad it actually united the internet. Wired. Retrieved November 26, 2021, from https://www.wired.com/2017/04/pepsi-adinternet-response/....