“…they’re weak, petty, so apathetic about this gift of life as if it were all a mere Pepsi commercial.” – Marisha Pessl
We live in interesting times, where a soft-drink company’s advertisement can spark this sort of outrage, I wonder if people could have used this anger against the brutality and the violence around the world, when it comes to government sponsored authorities. I wonder, because this sort of act of discontinued discussions usually appears in culture, when there are something real behind it.
That it was, it was something real, the Pepsi Corporation together with a marketing company went together and made a fake ‘Black Lives Matter’ protest, but instead trying to say, “We will bring harmony to the world if you listen to Skip Marley’s and drinks Pepsi Coke!” Yeah, brother!
Well, the ad is trivializing the protest movements and their demonstrations, that is clear, making it seem so simple, while everyone around is drinking and giggling on the Pepsi. The way they have made it is with such flair and so look like it is a manufactured reality, which it seems that there should not be any police brutality when demonstrations appear. They should just be smiling and giggly, wearing designer clothes and be top-notch mood, while all are drinking Pepsi.
Therefore the company had to come out with this statement:
PURCHASE, N.Y., April 5, 2017 – “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.” (PepsiCo – ‘Pepsi Statement Re: Pepsi Moments Content’ 05.04.2017).
That demonstrators worldwide and organizers feels a bit betrayed by the motivation and the use, is understandable, that Piers Morgan defended the corporation was to be expected. Corporations can do as they please and especially if it is benefits the likes of Piers Morgan, who we for some strange reasons doesn’t know why is famous or why he acts entitled to the world to care about his opinion. Well, let go back to the ad in question.
It is not like PepsiCo and other corporation’s tries to tap into the youth culture, the company of Pepsi have made fortunes doing so and selling stories that fits that paradigm. So that they trying to fit themselves into BLM, the growing resistance against Trump or any movement that is questioning the powers-to-be. That seems a little beneath a soft-drink company. It seems a bit insincere. Since a company of this stature and this size are blend into the establishment and the greater state, who is not that favorable of demonstrations.
That there will be trivializing this is natural, that will be people not understanding the outrage, but next time, the corporations might tap into your struggles and your fights to get justice in society. Than you up next homie. Your definition of understanding, of justice and freedom, liberty and fight for better society might be portrayed in a sugarcoated reality by Coca-Cola, will you accept it?
There is healthy reasons to question PepsiCo and their management for their use of demonstrations, which has inflicted pain and suffrage for many, as they have been there because of the violent police force, who has brutally used weapons and tactics to disperse fellow citizens. Around the globe, the police use all sort of methods to keep the demonstrations at bay and detain unlawfully citizens. Still, that was not in the sweat dreamy portrait of Pepsi.
We do not have to wonder, to know that the PepsiCo tried to tap into protest movement and be more edgy, as the world have become more fragmented and use of international model and reality star in Kendall Jenner would peak interest. Therefore, she jumped on the project in the faith of the PepsiCo as she considered this a good move and secure move to get even more exposure. Something she did, but not on the purpose as she anticipated. She anticipated the sort of glare and glory as Nespresso commercials does for George Clooney. That she should be an iconic commercial and a game-changer. Instead, it all has boiled down to controversy!
The misuse of public anger and of injustice in trying to sodas does not seem like a good idea, but for one or more in the boardroom of PepsiCo, it did for a brief moment. The ideals behind the demonstrations and the acts against violence on fellow citizens was supposed to tap into with persisting a message, if you drink Pepsi, there will be peace. That story no one else believe, than the ones stuck inside the boardroom.
Therefore, when a multi-national enormous corporation as Pepsi tries to sell their soft drinks, they should consider the stories they are sending! It is not rocket science. It is very simple; do your drink supposable taste better than the competition? If YES, sell that; is the drink more affordable than competition? If YES, sell that; is the drink more environmental friendly packed or produced? If YES, sell that; but a product and a company of this magnitude will never be symbol a protest. They are the same establishment that the Occupy Wall Street in 2011 would go against. Not only the Merrill Lynch‘s of this world and the other banking buddies, but also the core food and beverages producers as well.
So next time Pepsi tries to start a campaign, go back to the basics, the reasons why you still exists was that you became the cheap alternative to Coca-Cola and was the one for use in the kitchen. Time reconfigure out that message to the public! Peace